First the basics…

• Warm DM: A letter/postcard posted to a select group of existing customers
• Cold DM: As above, but posted to a list of people who’ve never shopped with you before

Cold DM helps you win new customers, but it’s warm DM that keeps them coming back (creating a better Life Time Value and more profit).

When compared to cold DM, industry body JICMAIL found warm DM:

• Achieved 77.5% more attention (in seconds)
• Stayed in the home 23% longer
• And achieved 18.5% more frequency (number of times it’s looked at)

All of this contributes to average response rates of 11% for warm DM, vs. 1% for cold.

What’s the specialist way to make the most from warm DM?

1. Use strategic modelling and layer in 3rd party data to segment your database
   1. 3rd party data helps you better understand your customers, where else they shop, and what they are interested in
   2. Use this to subdivide your database and deliver more engaging message
2. Use a separate strategy and messaging for active vs. lapsed customers (note: getting a lapsed customer spending again usually costs less than winning a new one)
3. Do what Sky do and use contextually relevant content  [Sky saw a 105% uplift in response when using this strategy]
4. Test and optimise the print format, creative and offer
5. Understand buying habits to target the right person at the right time

With the ability to target using 3rd party cookies coming to an end, this is an ideal opportunity to turn to DM re-targeting (our top tips into navigating a cookieless future was included in The Specialist View last week and there’s more to come).

1st Feb was Q4 2023 RAJAR results day with the quarterly radio listening figures being released👂

Initial stats remain steady with an impressive:

• 49.5 million adults or 88% of the adult (15+) UK population tuning in to their selected radio stations each week
• Average of 20.5 hours listening