Build trust, keep customers coming back
Trust is the foundation of brand loyalty, but it's harder to build in today's digital age. Direct mail offers a solution, with 71% of people saying they completely trust it. Its privacy and security strengthen brand reputation, giving you a competitive edge to retain customers.
Hear how direct mail brought Google to life and boosted its credibility
Nishma Patel Robb shares how the tactility of direct mail adds personality to digital brands like Google and builds trust with customers.
It pays to be a trusted brand
"Without trust, there's nothing." 81% of consumers prioritise trust when choosing a brand*. It’s the foundation of lasting relationships, essential for strong brand health and sustainable growth. Trusted brands don’t just retain customers, they can also significantly boost lifetime value.
Marketing communications are key to building trust, and direct mail excels at this. It connects your brand with customers and prospects in a way that feels personal, reassuring them that their interactions are private and secure. 71% of people trust mail, and it’s trusted more than twice as much as digital channels. In fact, 49% of people agree that important information should be sent by mail rather than email (vs 19% disagree).
If you’re serious about building trust and keeping customers coming back, direct mail is your go to strategy.
Waitrose revived customer loyalty with 'Just for You' campaign
Waitrose noticed a decline in its most valuable customers, leading to a 14-point drop in its Net Promoter Score (NPS). To address this, they launched the "Just for You" programme, a personalised direct mail campaign targeting 600k-800k loyal customers with tailored vouchers and imagery.
The results were outstanding: voucher redemption exceeded 50%, and NPS increased by 55 points. This campaign not only boosted customer loyalty but also reinforced the power of personalised direct mail, especially during the COVID-19 pandemic.
Aviva grew awareness and trust among SMEs
When workplace pension laws changed, Aviva sought to become the top choice for SMEs needing auto-enrolment services. However, many small businesses felt they weren’t "big enough" for a provider like Aviva. To change this perception, Aviva launched the campaign "Big experience working for Britain’s smallest businesses."
Through a warm, targeted mailing and digital outreach, Aviva reassured SMEs that they understood their needs and could make auto-enrolment simple. The campaign successfully increased awareness and drove more SMEs to consider and choose Aviva for their workplace pension needs.
A simple thank you built trust and loyalty for RSPCA
Amid the 2022 cost-of-living crisis, RSPCA faced increased strain on its services and declining supporter trust. To address this, RSPCA, in partnership with Join the Dots, launched a heartfelt campaign to thank supporters without asking for donations. The campaign used personalised mail from CEO Chris Sherwood, highlighting each supporter’s impact with regional statistics.
This genuine expression of gratitude led to over 15,000 personal messages of support, an unsolicited £70k in donations, and a significant boost in trust and loyalty scores, reaffirming the RSPCA's connection with its community.
Supercharge your CX with Customer Mail
Using customer mail as a strategic tool allows businesses to create real connections, build stronger relationships, and stand out from competitors.
The personal touch of physical mail not only helps earn trust but also grabs attention in a way that digital messages often can't. It shows customers you care, cuts through the noise, and engages people in a more meaningful way, making it a powerful asset for enhancing the customer experience.
Why consumers trust mail – get the slides
As privacy concerns grow and trust in advertising declines, brands need to rethink their marketing channels .
When trust wavers, people look for reassurance, and trust is now a key part of their buying decisions. Mail stands out as a trusted option – 71% of people trust the mail they receive. For sensitive information, consumers also prefer physical mail, with twice as many considering it as more private and secure than digital.
Join thousands of brands already unleashing the magic of mail
