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It’s time to Moooove!

It’s time to Moooove!

Oct 23, 2024 | Direct Mail, Home Movers

Unlock New Opportunities with the Moooove Programme

Are you looking to place your brand in front of a highly receptive audience at the perfect moment? Moooove offers a unique opportunity to connect with new home movers right when they need your products and services the most. Here’s why partnering with Moooove could be a game-changer for your business.

What is Moooove?

Moooove is an innovative, cooperative mailing programme designed to help brands reach new home movers at a critical time in their purchasing journey. When people move home, they are in the market for a wide range of products and services, from furniture and appliances, to insurance and utilities. Moooove places your brand directly in front of these households through a carefully curated pack of offers and a dedicated web app.

How Does It Work?

  1. Sign Up: Partner with Moooove and place your exclusive offer in the Moooove pack.
  2. Distribution: Home movers receive the Moooove pack, which includes offers from big-name brands, at a time when they are most likely to make purchasing decisions.
  3. Engagement: Home movers visit our web app and register to access these offers.
  4. Redemption: Home movers redeem your offer in-store or online.

Why Partner with Moooove?

1. Targeted Audience

The home mover market is predicted to spend over £3 billion on goods and services within the first 12 months following their move. By partnering with Moooove, you can tap into this substantial market and place your brand in front of consumers who are actively looking to make purchases.

2. Exclusive Sector Representation

Moooove ensures that only one offer per sector is included in the pack, giving you a competitive edge and maximising your return on investment (ROI). This exclusivity means your brand stands out without competing offers diluting your message.

3. Cost-Effective Marketing

The cost of inclusion in the Moooove programme is starts at 20p per mailed pack, which is significantly lower than traditional marketing methods, yet it targets a highly specific and valuable audience. If you were only to acheive a response rate of just 2%, your cost-per-response would be as little as £10, which compares very favourably with other marketing channels.

4. High-Quality Data

Our home mover data is sourced directly from data owners (not scraped), ensuring it is highly accurate and fully compliant with GDPR. This means your offers reach the right people at the right time, increasing the likelihood of conversion.

5. Continued Engagement

Registrants who provide their moving date will receive further offers at times when they are most likely to purchase. Additionally, details of all home movers who opt-in to receive your offer will be provided to you, allowing for ongoing marketing and engagement.

Why Partner with Moooove?

We are currently offering a 3-month evaluation for interested partners. This evaluation includes mailing to an initial audience of 50,000 home-owner movers per month. Following the evaluation, you have the option to continue with the programme, with the mailing volume increasing to 100,000 home-owner movers per month.

Key Dates and Next Steps

  • NOW: Confirm your participation in the Moooove Pack trial.
  • November: Submit your signed Partner Agreement and Purchase Order.
  • November: Provide offer details, copy, and logo.
  • December: Approve Moooove Pack artwork.
  • January 2025: Final approval of all materials.
  • February 2025: First Moooove Packs mailed.

Get Started Today

Don’t miss out on this unique opportunity to connect with new home movers at the perfect time. Contact us today to learn more about the Moooove programme and how you can become a partner.

For further information, please contact:

The Effectiveness of Direct Mail

The Effectiveness of Direct Mail

Oct 18, 2024 | Data Cleansing, Direct Mail

Direct mail remains a powerful tool in the marketing arsenal, especially in the UK where it continues to deliver impressive results. Unlike digital channels, direct mail offers a tangible, personal touch that can significantly enhance engagement and response rates, but careful planning is essential to increase the chances of a successful campaign – “Right Person, Right Time, Right Message”.

Right Person

Targeting the right audience is crucial for the success of any direct mail campaign. Direct mail allows for precise targeting based on demographics, purchasing history, and other relevant data, including triggers such as moving home and having a baby.

Personalisation: Direct mail can be highly personalised, increasing the likelihood of engagement. According to the Direct Marketing Association (DMA), personalised direct mail has a response rate of 4.9%, compared to 1% for email – that’s a significant difference!

Targeted Reach: With accurate data, direct mail can reach the exact audience you want. For instance, 79% of consumers act on direct mail immediately, and 56% of consumers find printed marketing to be the most trustworthy (Source: bakergoodchild).

Right Time

Timing is everything in marketing, and direct mail is no exception. Sending your mail at the right time can significantly boost response rates.

Seasonal Campaigns: Aligning your direct mail campaigns with seasonal events or holidays can increase relevance and engagement. For example, holiday-themed mailings often see higher response rates.

Customer Journey: Direct mail can be timed to coincide with key moments in the customer journey, such as post-purchase follow-ups or reminders for upcoming renewals. This ensures your message is received when it is most relevant.

Right Message

Crafting the right message is essential to capture attention and drive action. Direct mail offers the flexibility to create visually appealing and compelling content.

High Engagement: Direct mail has a 35% higher brand recall than social media, making it a powerful tool for brand awareness (see “Direct Mail Effectiveness Statistics” below).

Tangible Impact: Unlike digital ads that can be easily ignored, direct mail is a physical item that recipients can hold, making it more memorable. According to JICMAIL, 95% of direct mail is engaged with and has some form of physical interaction.

Data Cleansing

Ensuring your data is clean and up-to-date is critical for the success of your direct mail campaigns. This involves removing duplicates, updating addresses, and screening against suppression lists, including:

Mailing Preference Service (MPS): The MPS allows individuals to opt out of unsolicited advertising mail. Screening your data against the MPS ensures you respect consumer preferences and avoid sending mail to those who have opted out, as well as complying with best practice.

Gone Aways: Approximately 1.5 million UK households move each year and screening your data against gone away suppression files, such as Re-mover, helps you avoid sending mail to outdated addresses, avoiding wastage, saving money and preventing fraud.

Deceased Records: Screening your data against deceased registers, such as the National Deceased Register, prevents the distress of sending mail to deceased individuals and helps to prevent fraud.

In-house Stop Lists: Many businesses have a list of individuals who have asked not to be contacted and it is essential that organisations apply these correctly to avoid unnecessary annoyance and inconvenience.

Duplicates: Removing duplicate records ensures each recipient only receives one piece of mail, reducing waste and improving the efficiency of your campaign.

Direct Mail Effectiveness Statistics

The facts speak for themselves; Direct Mail outperforms almost all other forms of marketing:

Response Rates and Engagement

High Engagement: Direct mail boasts an average engagement rate of 95% (Source: Uprinting.com).

Higher Response Rates: Direct mail response rates are 5 to 9 times higher than any other advertising channel (Source: Uprinting.com).

Open Rates: Direct mail has an open rate of 80-90%, compared to email’s 20-30% (Source MarketReach).

Immediate Action: 71% of people read direct mail the day it is delivered (Source: MarketReach).

Longevity: Direct mail is kept in a recipient’s home for an average of 17 days (Source: MarketReach).

Return on Investment (ROI)

High ROI: Direct mail receives the highest ROI of 112% across all mediums, followed by SMS (102%), email (93%), and paid search (88%) (Source: Uprinting.com).

Cost-Effective: For every £1 spent on direct mail, businesses can expect an average return of £14 (Source: Sappipapers.com).

Consumer Preferences

Preferred Channel: 73% of UK consumers say they prefer being contacted by brands via direct mail (Source: MarketReach).

Memorability: Direct mail is 49% more memorable and 33% more engaging than email marketing (Source: MarketReach).

Personal Touch: 70% of consumers feel direct mail is more personal than online interactions (Source: MarketReach).

Reducing Mailing Costs – Consider Cooperative and Non-Personalised Mailings

Participating in cooperative mailings, where postage costs are shared across multiple brands, can significantly reduce the overall expense of direct mail campaigns. By pooling resources, businesses can take advantage of bulk mailing discounts offered by postal services, which are often much lower than individual rates. This collaborative approach not only lowers the cost per piece but also allows smaller brands to benefit from the economies of scale typically reserved for larger mailers.

Additionally, cooperative mailings can increase the reach and impact of each campaign, as the combined effort can attract more attention and engagement from recipients. This strategy ensures that direct mail remains a cost-effective and efficient marketing channel for businesses of all sizes.

Royal Mail offers significant postage discounts for non-personalised mailings, making it an attractive option for businesses looking to maximize their marketing budget. By leveraging these discounts, companies can reduce their postage costs while still achieving wide coverage and high visibility.

Conclusion

Direct mail continues to be a valuable marketing channel in the UK, offering measurable and impactful results. By focusing on the right person, right time, and right message, and ensuring your data is clean and accurate, businesses can maximise their return on investment and build stronger connections with their audience.

by Martin Jaggard – Director at The Ark

 

Want to know more about how Direct Mail can help your business?

Get in touch today
Unlocking Opportunities with UK Home Movers: A Strategic Approach for Businesses

Unlocking Opportunities with UK Home Movers: A Strategic Approach for Businesses

Oct 3, 2024 | Direct Mail, Home Movers

The UK home mover market presents a golden opportunity for businesses to retain existing customers, acquire new ones, and mitigate bad debt. With a strategic approach, organisations can target home movers both before and after their move, ensuring they meet the unique needs of this dynamic customer segment.

The Size of the Home Mover Market

Over the past five years, the UK home mover market has seen significant activity. In 2023, there were nearly 1.25 million households progressing through the home mover journey. This trend is now increasing in 2024 and indicates a robust and active market, ripe for targeted marketing efforts.

Spending Patterns of Home Movers

Many goods and services are purchased by home movers only at the time they are moving home, and it may be several years before they are in the market again.  Energy, broadband, insurance. DIY, white goods, furniture and home furnishings being just a few examples of products and services home movers review before, during and just after their move.

UK home movers spend approximately £9 billion * on move-related goods and services in the first year after their move. This includes expenses such as legal fees, moving services, and new household items. Additionally, they spend around £7 billion* on home improvements during the same period.

This substantial expenditure highlights the potential for businesses to tap into this market by offering relevant incentives for the key products and services at a time when home movers need them the most.

* Source – Royal Mail

Home Mover Data Opportunities

Accurate and comprehensive home mover data provides many opportunities for businesses, including:

  1. Preventing Bad Debt

Targeting home movers can also help in mitigating bad debt. Knowing your customer is on the move enables an organisation to ensure payments for services taken are paid in full before the customers moves on.  It will also be the ideal time to capture their new contact data, ensuring your customer data is up to date and accurate.

  1. Pre-mover Opportunities

Many home movers plan ahead of moving into their new home, presenting opportunities for businesses offering Home Insurance, Broadband, DIY and Home Furnishings.

  1. Opportunities in the 12 Months Following a Move

The 12 months following a move present significant opportunities for many businesses. This is time when households will be making significant changes to their home and contents such as flooring, windows and doors, furniture, bedding, appliances, kitchens and bathrooms.

  1. Renewal Opportunities

Home insurance, broadband and energy are just a few of the many examples where the anniversary of a move can be used to offer households an improved deal once their current offer expires, increasing the likelihood of a customer acquisition and retention.

Timing is All Important

Unlocking opportunities in the home mover market is all about the timing.  An offer received too far ahead of a moving date will fail to grab the attention of the home mover.  Likewise, once the home mover has already made a purchase they will no longer be in the market.

It is therefore extremely important that the home mover data source is updated regularly, with changes in the status of the property updated at least weekly, from the initial listing to eventual move.

Knowledge of when home movers are most likely to purchase goods and services and how to use the home mover trigger to the greatest effect are just as important.  A good home mover data provider will be more than happy to work with their clients to achieve a successful outcome.

Our Home Mover Experience

We’ve been involved in the home mover data market for over 20 years and have worked with organisations in almost every sector where the home mover trigger presents opportunities.

Our home mover services include Mover Alerts, a unique data source, updated weekly and perfect for organisations looking to tap into this lucrative market.

We have also just launched our new and unique Moooove home mover marketing programme, presenting an opportunities for businesses to put their offer in front of 50,000 to 100,000 homeowner movers every month, for a total cost of no more than 20p per mailing pack.

Conclusion

The UK home mover market offers a wealth of opportunities for businesses including prevention of bad debt, retention and acquisition. By understanding the spending patterns and needs of home movers, organisations can develop targeted strategies to engage this valuable customer segment. Whether it’s before or after the move, businesses that cater to the unique needs of home movers are likely to see significant returns on their investment.

 

by Martin Jaggard – Director at The Ark

Want to talk to us about home movers and how they can add to your sales?

Contact us now!

Using Data to Identify Suitable Properties for Renewable Energy Solutions in the UK

Using Data to Identify Suitable Properties for Renewable Energy Solutions in the UK

Sep 11, 2024 | Data Cleansing

In the quest for a sustainable future, identifying properties suitable for renewable energy solutions like solar panels and heat source pumps is crucial for companies offering renewable energy and insulation products. Leveraging data can significantly enhance the accuracy of this identification process.

The Role of Data in Renewable Energy Suitability

Data plays a pivotal role in determining the suitability of properties for renewable energy solutions. By analysing various data sources, we can gain insights into which households are most likely to benefit from and afford these technologies. Here are some key data points to consider:

1. Household Income and Affordability

– Income Levels: Data on household income can help identify areas where residents are more likely to afford renewable energy solutions. Higher income areas may have more disposable income to invest in technologies like solar panels and heat source pumps.

– Government Incentives: Information on available government grants and incentives can also be crucial. Areas with higher uptake of these incentives might indicate a greater willingness and ability to invest in renewable energy.

2. Property Characteristics

– Building Age and Type: Older buildings may require more insulation and retrofitting to be suitable for renewable energy solutions. Data on the age and type of buildings can help prioritize properties that are easier and more cost-effective to upgrade.

– Energy Efficiency Ratings: Properties with higher energy efficiency ratings are often better candidates for renewable energy installations. Data from Energy Performance Certificates (EPCs) can be invaluable in this regard.

3. Demographic Data

– Population Density: Areas with higher population density might have more properties suitable for communal renewable energy solutions, such as district heating systems.

– Age Demographics: Younger populations might be more inclined to adopt new technologies, while older populations might need more incentives and support to make the switch, although they are more likely to have savings and an income to pay for renewable energy technologies.

Combining Data for Comprehensive Analysis

To accurately identify suitable properties, it’s essential to combine these various data points into a comprehensive dataset. The Ark’s Net Zero File achieves just this by combining the physical attributes of over 29.5m UK residential properties with detailed modelled information on the households living in them, creating a multi-dimensional of almost every household in the UK.

 

Practical Applications and Case Studies

Several initiatives in the UK have successfully used data to identify suitable properties for renewable energy installations. For example, local councils, energy companies and local and national installers have collaborated to use EPC data and household income information to target energy efficiency improvements and renewable energy installations in specific neighbourhoods.  We have been involved in a number of these programmes. 

Conclusion

Using data to identify residential properties suitable for renewable energy solutions is a powerful approach that can lead to more targeted and effective installations and at a lower cost of acquisition. By focusing on household income, property characteristics and demographic data, we can ensure that households with the greatest potential are identified so that renewable energy solutions are deployed where they are most needed and can have the greatest impact. This data-driven approach not only promotes sustainability but also helps households save on energy costs and contribute to a greener future.

– Martin Jaggard – Director at The Ark

Hiscox award winning campaign leads the way in mail innovation

Hiscox award winning campaign leads the way in mail innovation

Dec 20, 2016 | Direct Mail

This week sees the announcement of the winners of the DMA annual awards where Hiscox in conjunction with WDMP has picked up Silver for their best use of mail.

Why we love this campaign

The Ark team really love this campaign; it’s refreshing to see such a highly-targeted use of mail clearly demonstrating its value in the marketing mix. A successful direct mail campaign relies on accurate data, excellent targeting, innovative design and a great campaign strategy; the Hiscox campaign has it all.

Why did Hiscox choice responsive mail?

Hiscox chose responsive mail to reduce the reliance on less effective PPC channels. Their objective was to create standout in a highly cluttered market driving direct quotes. Mail was the perfect choice for this strategy as it enabled Hiscox to deliver a highly targeted, creative campaign to their target audience of high-net worth households. Clever use of in-market insurance data was correlated against a UK wide file using household income and property type/value as well as insight derived from their known insurance premiums to ensure the targeting was as precise as possible improving relevancy for the recipient. The challenge was to target these individuals and highlight that their current insurance cover may not be providing the level of protection they need, leaving them underinsured.

Listening to customer calls helped Hiscox identify a common oversight; customers would remember to insure large ticket items such as jewellery, watches and antiques but would overlook the day-to-day. This insight helped drive the creative strategy and messaging ‘are all the things you love covered’. The creative used an antique wardrobe which opened to reveal a number of designer items that may not be covered by other insurers.

The end result

The campaign was highly successful and delivered Hiscox their most successful month ever. This clever use of mail clearly demonstrates that insight driven targeting and use of data combined with compelling creative creates a highly successful mail campaign. It’s great to see brands like Hiscox leading the way in mail innovation, well done guys, such a beautifully executed campaign and well deserving of this award. See full details on the award winners here.