Birmingham-based direct mail fulfilment and print management services provider, Baker Goodchild, has revealed how designers, agencies and marketing brands can get the best results from printed direct mail, after the company reported seeing a revival in printed direct mail, that is specifically targeted at consumers.


Statistics provided by Baker Goodchild have found that 98% of customers found personalisation a principal factor, while 68% revealed that image personalisation helped to enhance a direct mail campaign, and some 56% of consumers said they would be more inclined to use a retailer if the personalised experience was of a good standard. Therefore the better tailored the mail shots, the more likely you are to see a good ROI.


The success and increase in spend in direct mail is being put down to it being more targeted at the customer in their home environment, so the more impact the piece has, and the more attractive it is, the more likely the customer is to read it.


According to Baker Goodchild, there are several ways of improving your ROI and attracting and gaining customers attention via direct mail. The company found that there is a definite green or environmental advantage to be gained, with customers more likely to respond to a specifically targeted and personalised item, thereby reducing wastage.



Other key factors include a tailored and personalised content, with the latest offers and promotions being highlighted, all of which help to increase the customers perception of the company targeting them. Acknowledgement and thanks for previous purchases are also appreciated, as is accurate and correctly addressed information so clean and verified data is particularly vital, all of which help to increase customer satisfaction and provide a tangible ROI.


Commenting on the advantages of targeted and customer specific direct mail, Baker Goodchild managing director, Lorraine Burnell, says: “It’s clear from what we are seeing in our business and from our own findings, that personalised print has a more powerful impact on the consumer, due to the effort that goes into producing a campaign. Therefore, any help or suggestions we can give our clients to help them produce a successful door drop campaign that has the wow factor, we feel is appreciated and of benefit, with a clear ROI being the return.”


Baker Goodchild currently provides print, mail, and postage services for a variety of national and international clients, mailing both across the UK and overseas.