Has direct mail had its day in the digital era? Jo Cottrell thinks not, and explains why.
Direct mail has always had its critics. Dismissed by some as being largely untargeted, it is often perceived as being destined for the recycling box, either unopened, ripped open with only a cursory glance at its contents, or even furiously re-posted to sender. Its a dull, plain, old fashioned relic of the 20th century. Or is it? Perhaps direct mail, used creatively as part of the burgeoning tool-kit now available to the arts marketer, can reach the parts that new media cannot?
E-trends
Fashion suggests that electronic mail will soon replace direct mail as the chosen medium for the arts to communicate with its audience. Less expensive, and quick to execute, an immediate reaction is thought to be guaranteed. But how many of us have found ourselves reeling from the sheer volume of emails appearing in our already packed in-boxes on a daily, or even hourly basis? Is email a modern curse that makes piles of post seem benign? Research has shown that the number of electronic mails being opened has reduced in the last few years, across many sectors, A number of factors are cited, but this decline is largely attributed to the sheer volume of information being sent. Whilst the arts sector is still relatively new to e-marketing, perhaps we as arts marketers should take heed of these overall trends.
E-marketing in all its forms can be an extremely effective means of communication, and is most effective when used to complement, rather than replace, traditional direct mail techniques. Direct mail is most valuable when used in conjunction with the research tools that ensure communication reaches the right audience. When were sure we have identified this audience, it can do much to present a message cleanly, effectively and quickly. After all, a direct mail letter is often the first opportunity we have of connecting with an audience, before the other elements of a marketing campaign get underway.
So which tools can help us acquire the information we need to target our audience accurately? Information about booking patterns, collected through box office systems, is a tried and tested resource for targeting direct mail to the correct audience, but more sophisticated customer relationship management solutions can provide us with much more than this, enabling us to create a more complete customer profile by linking booking information with information about customers other interactions with the organisation, for example their memberships or donations.
Soho Theatre, along with many arts organisations across London, has taken part in Audiences Londons Snapshot London postcode data analysis project. Snapshot has enabled arts organisations to look more deeply at the information they already hold to enhance their understanding of audiences. It enables them to identify dominant social groupings among their audiences by comparing the postcodes on their databases with data held by Mosaic UK, a system which profiles and analyses cultural habits and trends of the population across the country. The knowledge gleaned from Snapshot can enable arts marketers to tailor their approaches to audiences more keenly, according to their Mosaic group.
From data to direct mail
For Soho this research revealed that we have a higher than average number of audience members from the Mosaic sub-group known as Counter Cultural Mix, who value authenticity over veneer. We decided that they were probably not interested in receiving a letter from the marketing team offering an embellished version of whats already been said on the leaflet, flyer or brochure. Instead, we felt that they would be interested in the inside story an interview with the director or writer, an insight into the artistic process, or an actors perspective. We also changed the tone of our marketing to speak to our audiences in a more informal fashion, but still treating them as the sophisticated, intelligent and culturally savvy individuals that we know they are.
We found that the use of imagery or photography within the body of the letter can help to maintain our readers interest, and a rehearsal shot combined with the aforementioned interview can make the letter more visually appealing. We also changed the format of the letter so that it felt more like a mini-programme, thus offering the reader a real taste of whats to come and usually offering an incentive for early booking.
An integrated approach
Using direct mail as part of the overall marketing mix can only strengthen the message, and using it strategically to complement the digital tools now more readily available to us, it can be very effective indeed. A carefully timed and clearly structured letter can help to maintain brand values whilst acting as a springboard to future and more immediate campaign communication, by offering directions to the website, video clips, blogs and podcasts. These can be further reinforced by a further email much closer to opening.
Direct mail needs to enlighten and appeal to those who receive it. By knowing your audience, you can speak to them as people, not marketing units, and provide information, not hyperbole. We hardly ever receive real letters from friends and family any more so there is a great opportunity to be the most interesting, rewarding and first-read item on the doormat in the morning.
Jo Cottrell was Marketing and Development Director at Soho Theatre, and has now joined London Calling Arts as Director of Client Services.
e: jo@londoncalling.com