Celebrating Good Care Month

Leveraging direct mail for meaningful connections.

Good Care Month is an annual event dedicated to promoting and celebrating high-quality care for elderly individuals. It aims to raise awareness about the importance of compassionate and person-centered care. During this month, various organisations and individuals come together to share success stories, educate the public, and foster a sense of community.

A time-tested approach

Despite the rise of digital marketing, direct mail has retained its ability to capture attention. Results from JICMAIL highlight that the average direct mail item generates 108 seconds of attention across a 28-day period. What’s more, 95% of mail is engaged with, and 30% of mail prompts commercial actions from consumers. With the addition of personalisation, your communications can further resonate with the recipient on a deeper level.

For the retirement living sector in particular, the aspect of personalisation adds an element of comfort, familiarity, and builds trust. It can be a daunting time when a potential new occupant is in the decision-making process to leave their homes and move into retirement living, thus it is important that you resonate in the correct way with your audience. In addition, recruitment can be a challenge for the sector. Statistics reveal that the number of job vacancies in adult social care in England rose by 52% during 2021. This highlights the importance of resonating with your audience through effective campaigns, and what better way to recruit new staff than a targeted, engaging direct mail piece with a trackable QR code and a clear call-to-action!

As we celebrate Good Care Month, let us not underestimate the influence of direct mail in fostering meaningful connections, building trust, and achieving remarkable results in the realm of data-driven marketing!

Specific targeting

Targeting is an essential component that significantly enhances the effectiveness of direct mail marketing campaigns, making it a valuable channel for businesses. By carefully identifying and segmenting the target audience, marketers can tailor their messages to specific demographics, interests, and needs. This personalised approach ensures that recipients receive content that is relevant and meaningful to them, increasing the chances of engagement and response. Furthermore, targeting minimises wastage by avoiding reaching out to individuals who are unlikely to be interested in the offer, thereby optimising resources and maximising the return on investment.

By leveraging targeting in direct mail marketing, businesses can achieve higher response rates, improved customer acquisition, and enhanced brand loyalty, making it a compelling and efficient marketing channel. This was true for McCarthy & Stone. We took 50,000 lines of existing CRM data, and analysed them to create pen portraits using Acorn segmentation profiles. This data then created an index of attributes which were most common with their existing database. The attributes were then matched against the whole UK data pool, to create a national campaign which advertised open event days.

In summary

In an era dominated by digital marketing, direct mail continues to demonstrate its power and effectiveness. By leveraging personalised communication, emotionally engaging content, and targeting, you can take advantage of this channel and successfully generate increased interest, inquiries, business growth, or whatever your CTA is for the retirement living sector.

As we celebrate Good Care Month, let us not underestimate the enduring influence of direct mail in fostering meaningful connections, building trust, and achieving remarkable results in the realm of data-driven marketing!