Introducing Signal: Digital direct mail with sector leading results
It’s an exciting time here at Edit and our sister company Join the Dots, as we can now announce the launch of Signal, our bespoke digital direct mail solution that allows potential customers to signal their interest in your brand with the touch of a button. Our premium Signal packs have been developed as a turn-key solution available to support any brand or product launch, based on our award-winning work with Jaguar Land Rover. Why choose Signal for your next marketing campaign? Signal was developed directly off the back of consumer feedback. The modern customer is bombarded with electronic messages through-out the day across, email, apps and social media. And whilst many of these messages may be well thought out and contain personalised messaging, it is still increasingly difficult for brands to stand-out amongst the noise, and for consumers to break away from the endless scroll which has become the habit of so many. Market research shows that print market still has real cut-through, particularly amongst harder to reach segments, and high value customers. QR codes allow print mail to connect effectively to digital platforms, however what if could take things one stage further and remove the need for another device? That’s where Signal comes in. Combing attention-grabbing print with the immediacy of digital communications, Signal offers a unique solution to getting a response from a target audience. How does Signal work? With an action as simple as the touch of a button, or the turn of a dial on the pack, our radio transmitting technology sends a signal to virtually any marketing platform that the customer would like to take the next step towards engaging with a brand. In the case of our award-winning work for Jaguar Land Rover that’s booking a test drive, but it could be anything from arranging a property viewing, scheduling a sales call or making a repeat order. Where working with Edit provides another unique advantage is when we combine the marketing technology of signal with the capabilities of our Intelligent Data team. By analysis of your first-party customer data, we can pin-point exactly the right consumers to target with a signal campaign, minimising wastage, and ensuring the right audience receives the right message. With a direct connection to your chosen marketing platform, it couldn’t be easier to react to a customer’s signal of intent. And they’re empowered to get in touch more conveniently than ever. “We are undoubtedly seeing the growth physical engagement to compliment digital experiences. Whether that’s QR code integration everywhere, or uses of augmented reality for everything from gaming to education, to retail, these forms of engagement are early signs of the meta-verse taking hold. Signal is our unique offering within this marketing place combing the best of our capabilities into a product with proven revenue generating capabilities.” – Ben Briggs, Managing Partner, Join the Dots No mixed messages, just a simple Signal. Empower your customers to connect with your brand with just the touch of a button. Request a pack here. Any questions? Contact us here.
Edit Races to Success at the DMA Awards
Last night Edit scooped an impressive 6 awards across 5 categories at the DMA Awards 2021. Proud to have been nominated, we were thrilled to receive 2 gold, 2 silver, and 2 bronze awards for our print media campaigns for Jaguar Land Rover and the RSPCA. The wins demonstrate the broad capabilities at Edit, with our Intelligent Data, Connected Acquisition, and Transformational CRM teams all contributing towards the winning work. Edit’s Managing Director, Rob McGowan, was thrilled to share the great news, “I’m delighted that Edit won 6 awards last night, this is the third year in a row we’ve been successful at the DMA’s and it’s all thanks to the hard work of our dedicated teams, we we’d also like to extend our thanks to the clients, and partners we’ve worked with on these award-winning projects, Jaguar Land Rover, Spark 44 and the RSPCA“. Our winning entries are as follows: Entry: Land Rover Defender ‘Just Add Water. And Mud. And Ruts. And Rocks…’ Category: Automotive Award: Gold Entry: Land Rover Defender – ‘Build Your Own Adventure’ Category: Best Use of mail Award: Gold Entry: New Jaguar F-TYPE – ‘Exhilaration at Every Turn’ Category: Automotive Award: Silver Entry: Really, S – Successful, P – Print, C – Christmas, A – Appeal (RSPCA) Category: Unaddressed Mail Award: Silver Entry: Land Rover Defender ‘Life at 45 Degrees’ Category: Best Use of Mail Award: Bronze Entry: New Land Rover Discovery Category: Launch Campaign Award: Bronze A full list of the award categories and winners can be found at the DMA Awards website.
Leveraging Data Sets Through Print in a Post-cookie World
Edit’s Head of Media Planning, Clare Arndell, addresses the print challenges brands will face with the end of third-party cookies. For brands which have previously been reliant on cookies for targeting and measurement, what are the best alternatives looking ahead? In August this year, Google delayed its plan to end the use of third-party cookies. This gives advertisers a bit of breathing space and time to plan for when cookies are no longer available. As this is going to have a serious impact on how advertisers target their marketing activity and measure its effect, we’ve put together an overview of some of the best alternatives available. There are (and have been for some time) alternative online targeting options such as contextual advertising which allows for targeting, using keywords and page content. This can work really well as you can tap into people’s interests and intent rather than just grouping people demographically, but it can be harder to measure this at a granular level in the same way that you could with cookies. Advertisers won’t have the same levels of insight into the role display advertising has played in creating online conversions or assisting on the journey to conversion. And whereas cookies allow advertisers to set limits like frequency caps to stop someone being over-exposed to a message, this isn’t possible with contextual advertising. This means the media spend may become less cost-efficient as advertisers incur higher levels of wastage through over-exposure. By comparison, understanding first-, second- and third-party data sets and leveraging them through print channels is: More accurate because it is based on actual customer data, Easy to attribute (both direct and assisted conversions) because we can match-back responses, GDPR-compliant, And drives better results because there is far less wastage in the targeting which drives higher response rates. Edit specialises in this type of targeting, and that is why we have won over 20 new clients in the last year. Here are some examples of how we target using data sets and print channels for different sectors: For our insurance clients: We buy postal data for people who are coming up to the end of their annual insurance policies and target them with renewal offers via direct mail. For our charity clients: We profile their donor data and use it to build a model which identifies new donors (excluding existing donors) then targets them with partially addressed mail (like door drop but around 150 times more targeted). For our utilities clients: We buy ‘homemover’ data for people who are in the process of moving house and target them with introductory or switching messages via mail. For our retail clients: we use transactional and emotional data to create distinct personas and target each one via their corresponding insert genres. For our subscription clients: we use their existing first party data and profile it to understand who their new prospects should be and target them with “new customer” offers via door drop. Measuring the return from print channels helps prove their value. With measurement we are able to attribute responses in various ways: Using direct mail, we can attribute coded postal responses to individual data sources and match-back online responses to individuals within the list of data that was purchased. This allows us to understand overall performance as well as performance by data source for future campaign optimisation. When we use partially addressed mail, we can do the same at a postcode level, and then at a postal sector level for door drop. Whilst coded postal responses can be directly attributed, we can also match online responses at address, postcode, or postal sector level to show that print contributed along the purchase journey. For inserts, we can track individual titles or genres with codes via postal reply, and where possible run offers specific to inserts only to look at overall uplift via the channel. The re-emergence of QR codes within print has also helped increase levels of attribution for all of the above channels. Advertisers can now even create their own customised QR codes in their brand colours and incorporating logos which drive higher levels of usage. But at what cost? Whilst print channels may have higher media CPTs, and then added to this there are print costs and possibly postage too – the return on investment is often better than for channels where the costs are lower. We can clearly understand what results have been delivered due to our targeting being so accurate. If you would like to discuss your media strategy in a post-cookie world, then please contact [email protected]
Are offline campaigns effective at driving online action?
Sarah Burns, Edit’s Head of Media Solutions examines the role print campaigns can play in generating online revenue for brands and non-profits. Are offline campaigns effective at driving online action? With the accuracy of last-click attribution for digital campaigns still being challenged, it doesn’t come as a surprise to us when we hear brands questioning the […] The post Are offline campaigns effective at driving online action? appeared first on Edit..