The Power of Direct Mail

Behind the Scenes photos taken on set of a Wallbreaker video production for United Lincolnshire Hospitals Charity.

In today's digital age, where our inboxes are constantly bombarded with promotional emails and messages, the effectiveness of traditional marketing methods may appear outdated. However, my experience at Wallbreaker suggests otherwise. I am here to assure you that direct mail, the act of sending physical mail rather than emails, is far from dead.

Let me share with you an exciting journey we embarked on at Wallbreaker. After feeling disappointed with the performance of some of our online ads, we decided to take a bold step forward. We launched our first-ever direct mail campaign, which we affectionately named the 'hamster-in-a-box. We carefully selected 30 businesses across the UK and sent them these engaging packages. Each package included a personalised letter, a video brochure, and a motorised ball that brought the package to life, creating the illusion of a hamster inside.

The moving boxes immediately ignited curiosity and excitement among the recipients, resulting in an impressive 20% response rate. Out of the businesses we targeted, six scheduled meetings with us, and four of them eventually became valuable clients. These four clients entrusted Wallbreaker with a range of video projects, including TV adverts, promotional videos, recruitment videos, and even a documentary.

Our 'hamster-in-a-box' experiment proved to be an invaluable learning experience. It provided us with valuable insights into effective follow-up strategies after mail delivery. This campaign served as a powerful reminder that direct mail has the ability to create a tangible touch-point with potential clients. By physically sending content through the post, direct mail stands out amidst the digital clutter. When executed innovatively and thoughtfully, it has the potential to capture attention, generate leads, and, most importantly, infuse a sense of fun into business communications.

Based on these results, I firmly believe that direct mail offers a unique opportunity to connect with clients on a deeper level. It allows for a more personal and memorable interaction, setting us apart from the digital noise. By leveraging the power of direct mail, we can create lasting impressions and build stronger relationships with our target audience.

In conclusion, despite the prevalence of digital marketing strategies, direct mail continues to be a valuable tool in our arsenal. It enables us to break through the cutter, make a genuine impact, and drive meaningful business outcomes. So, if you're looking to add a touch of creativity and excitement to your marketing efforts, consider incorporating direct mail into your strategy. Embrace the power of physical connection and watch as your business thrives in this ever-evolving landscape.

Connect with Ash Wilks of Wallbreaker on LinkedIn

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Photography: Headshot Toby