Adrian J Cotterill, Editor-in-Chief
Marketreach, the marketing authority on commercial mail, has launched its latest B2B advertising campaign, ‘Totally Mailed It’.
The campaign is a creative and bold call to arms featuring well-known and influential leaders from across marketing including Rory Sutherland, Vice-Chairman of Ogilvy UK and Nishma Patel Robb, CEO & Founder of The Glittersphere and former Google Director of Marketing.
The campaign, created by The Gate, an MSQ Company, is a peer-to-peer campaign gathering some of marketing’s best-known faces to advocate for consideration of mail as an effective media channel, promote its core attributes and provide CMOs with compelling evidence for why direct mail is an essential part of the media mix.
Rory Sutherland and Nishma Patel Robb are joined by other prominent and well-respected industry leaders including Sophie Devonshire, CEO at The Marketing Society, Dino Myers-Lamptey, Founder at The Barber Shop, and Richard Shotton, Founder of Astroten and author of The Choice Factory and The Illusion of Choice.
Each creative features a bold headshot of one of the industry advocates alongside a pithy quote highlighting how mail was the surprising spark at the heart of many marketing success stories, helping them gain a competitive edge and nail their targets.
The creative runs across direct mail, social, display/video, and digital audio, as well as out of home placements across roadside digital 6-sheet screens in key sites targeting London-based advertisers and agencies.
Marketreach has also launched a ‘Totally Mailed It’ landing page on its website, featuring detailed testimonials and success stories from the advocates on how mail ramped up ROI, and is an effective channel that ‘totally mailed it’ for them in the marketing mix.
According to recent research, improving marketing effectiveness is the top priority for marketers, and ROI and ROMI keep 99% of CMOs awake at night. Direct mail’s physical presence captures attention, builds trusted relationships between brands and their consumers, and drives commercial results. A recent Marketreach/WARC Attention Report highlights the enduring value of direct mail, showing that 58% of mail is retained for future reference, to be re-read, shared, or saved for later use.
Further research from WARC and Marketreach shows that campaigns with direct mail in the overall mix are 52% more likely to report ROI benefits, and are also 43% more likely to report profit uplifts providing evidence for its effectiveness as a channel.
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