Direct mail campaigns more likely to successfully use personalisation

An overview of the creative strategies used in UK campaigns.

Direct mail campaigns are more likely to be informative, educational and personalised than the average UK advertising campaign, according to a WARC and Royal Mail Marketreach analysis of case studies in WARC's database of successful campaigns. A free sample of the report is available here.

Two-thirds (65%) of effective case studies that use direct mail as the lead media have 'inform' or 'educate' as a creative strategy, compared to just 42% among all UK case studies.

Direct mail also over-indexes for personalisation as a creative strategy, at 24% compared to just 12% for the average. Pairing...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands