Offline Marketing: Personalised Direct Mail with Charlotte Pearce from Inkpact (episode 084)by April Buencamino-dy
Charlotte is on a mission to help brands be more human. She’s a Forbes 30 under 30, and founder of Inkpact, where her and her team help brands like Gymshark, John Lewis, and Tiffany to increase sales in the most offline, scalable, personalised way possible!
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Charlotte got into the world of offline marketing by accident.
She was working for a global social enterprise when at a family friend’s marketing day, she volunteered to look for a few people from her organization of 30,000 individuals, to write handwritten notes for a company that loved sending them but didn’t have anyone who wanted to write them.
By linking the two groups, and with her love for stationery, Charlotte says she ended up creating a business by solving a problem for someone who had one.
Why Direct Mail Works
One reason direct mail works is because people enjoy receiving something they can actually feel and touch with their hands. So when they do, they tend to give it more attention.
Another reason is because people nowadays don’t have much coming through the mailbox. So when brands send something tangible through the post, they stand out and make an impression, which is what you want to happen with your marketing campaign.
The Power Of Personalisation By Inkpact
For Charlotte, going personal and physical really stands out and makes a difference.
At Inkpact, they have over a thousand scribes in the UK and in the US they call their Scribe Tribe, who write notes by hand. Their handwritten work goes through a quality check and once checked, the notes are put in an envelope and sent out via post.
Because of the number of scribes Inkpact has, they’re able to send out hundreds of thousands handwritten notes for more than a few brands.
Key Campaign For Direct Mail
Getting a first-time buyer to purchase again is a key campaign for Charlotte.
They’ve been doing this for five years for one client, Orlebar Brown. Their handwritten notes have increased basket size by 30%, with 58% of consumers more likely to make their second purchase after receiving the note.
Charlotte says that from the very beginning, Inkpact has made the effort of using recycled and recyclable paper. They also have seeded paper, which grows a plant when you throw it out in your garden.
They also have a range of eco-friendly corporate gifts that are produced by local suppliers, which is also a sustainability element for the brand.
If we’ve inspired someone to take their first step with offline marketing – what do they need to know to give themselves the best chance of success?
When coming up with a campaign, think of the brands you interact with. Then ask yourself what it is you can send your customers, that you would also appreciate receiving as a consumer.
Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve offline marketing performance?
Charlotte says optimise the language you use in your direct mail.
Be more personal, and talk to your audience in a way you would talk to a friend. Use emotion, talk to people like humans, and make it really personal.
If someone listening wants to learn more about offline marketing is there one cheap/free resource you’d recommend?
- Charlotte recommends How to Win Friends & Influence People by Dale Carnegie or any book or resource that will help you understand your customers and how to talk to them.
- She also mentions Ogilvy’s Nudgestock conference, where they discuss behavioral science and behavioral change. These talks can be found on Ogilvy’s Youtube channel.
- You can also watch the talk Charlotte gave during the 2017 conference where she shares the power of a pen.
Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in offline marketing?
Playing in the direct mail space is going to be fun in the next 12 to 18 months because it’s going to come back. People will get more creative, and bring back direct mail with a more personal touch.
Charlotte on Social media:
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