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Crossmedia

Fast Ant details benefits of quality direct mail

David Manton, new business development manager at Fast Ant Direct, has issued a call for the industry to throw its backing behind direct mail, saying this form of communication can play a major role in a marketing strategy.

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David Manton of Fast Ant Direct says quality direct mail can herald excellent results for brands and marketeers

Citing research by the Royal Mail, Manton says that in 2016, 92 percent of direct mail was opened, while 48 percent of UK adults took action after receiving this mail.

Manton explains that as typical email opening rate tends to hover around the 25 percent mark according to Experian, this demonstrates how print companies can urge their own customers to consider quality direct mail in future marketing campaigns.

It seems that direct mail increases the likelihood of getting your marketing message noticed, but getting someone to open your letter is only half the battle


“It seems that direct mail increases the likelihood of getting your marketing message noticed, but getting someone to open your letter is only half the battle,” Manton says.

He continues: “The recipient needs to be engaged enough to read the text, and sufficiently motivated or attracted by what they have read to take action.”


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