Yesterday we teamed up with the Royal Mail to host our 5th Direct Mail Masterclass. So far the majority have taken place on our home turf, but based on last year’s hugely successful masterclass at Yorkshire Sculpture Park, our team of direct mail experts hit the road again. This time the masterclass was held at Aston Hall, a Grade I listed Jacobean House in Aston, Birmingham.
We were delighted to welcome an excellent group of delegates, including HSBC, Coventry Building Society, Barclays, Bupa, NFU Mutual and Co-op Travel.
After a networking breakfast, the day kicked off with Claire Preston from Royal Mail delivering a compelling ‘Case for Mail’ and why direct mail should be a pillar of your marketing strategy.
Our Chairman and direct mail guru, Adrian Rowe, followed with insights on how to plan a successful direct mail campaign. After a short refreshment break, our Head of Copy, Stuart Clark went on to explain The Direct Mail Fallout Model and how to create effective direct mail using persuasive copywriting.
The afternoon kicked off with an interactive breakout session that involved all of the delegates working together in teams to design and plan an effective direct mailpack. Congratulations to the winning team!
Adrian picked up the reigns again with the subject of ‘Segmentation and Targeting’. Adrian explained how to make direct mail more timely, relevant and personalised – not to mention, more effective.
Senior Account Manager, Jess Williams, then showcased several formats that have the WOW factor from a range of companies and sectors, including some Red C examples. Jess explained that by exploiting the format and content you can significantly enhance response and not always the costs!
To round the day off, Planning & Insight Director, Katy Whittaker presented a showcase of ‘Inspirational & Innovative Direct Mail’ from around the world.
The feedback from the day was fantastic:
“Very informative with lots of ‘real world’ examples”
Zara Walter, Mid Counties Co-op Travel
“Very informative and interactive”
Emily Agnew, HSBC
“Very informative, each and every presentation was interesting”
Sarah Ruddick, Barclays
“All speakers were engaging and enjoyable to listen to”
Kate Burns, HSBC
“It really made me re-think the impact that mailing can have on consumers”
Daisy Barber, Coventry Building Society
As well as lots of know-how, all of our delegates also left with the opportunity to get a FREE direct mail audit. If you want to know how your campaigns can work harder, we’re offering a direct mail audit to our readers too, find out more here