Direct mail remains a powerful force in the marketing mix, according to new research showing that consumers still retain a strong connection with physical marketing.
Nearly two thirds (62%) of UK consumers are more likely to open a letter than an email, according to the research.
The survey, carried out by Opinium for France-headquartered mailing equipment firm Quadient, showed that many consumers attached a perceived premium to physical media.
Almost three quarters (71%) of the UK public expect companies to send important documents through the post rather than by email – and many cited the privacy, security, and resultant implied importance of post as reasons why they would be more likely to read a letter than an email.
The consistent pull of print marketing means it will continue to merit a place in the marketing toolbox, even in the face of consistent disruption like the postal strikes, according to Tom Maskill, sales and marketing director at sustainable integrated marketing firm Webmart UK.
He added that Webmart, which sent more than 15 million packs through its postage brand Enviromail last year, has seen letterbox marketing grow consistently over the past several years.
“Customers who have the most success with mail ensure it is part of an integrated campaign. It’s not about digital vs mail, it’s about digital and mail,” Maskill told Printweek.
“For example, we know engagement with mail increases after a mass media campaign, and we know that engagement with a brand’s social media increases following a mailing campaign, so knitting these channels together so they support each other properly is key.
“Given many brands are now digital first, some now see mail as a way to increase the return they get from their digital campaigns, as well as a marketing channel in its own right.”
Anthony Coo, product head at Quadient, also commented: “Depending on the reason for contacting customers, companies need to strike the right balance between using letters, or emails and other digital communication channels.
“If somebody receives a letter from their solicitor or bank and is concerned it is about something hugely important, then it turns out to be an attempted cross-sell from a partner, they are likely to be irritated. In this instance, digital channels could be more appropriate.”
Businesses have begun to look more carefully at the print process to ensure value for money, according to Bruce Thomson, managing director at direct mailer Bakergoodchild.
He told Printweek: “I think the big run, ‘transactional’ style mailings have become very vulnerable to digital transformation – but I feel the shorter run, fast turnaround colour direct mail or ‘business critical’ campaigns still serve a very useful purpose for many businesses, across most sectors.”
He added: “I think clients have become much more aware around the importance of data management, print techniques, various mail formats and postage discounts and incentives.”
Thomson was likewise positive about direct mail’s potential during the current UK downturn and likely recession.
“Historically, direct mail does well in a recession,” he said.
“As people and businesses spend or purchase less in a recession, the onus shifts to all businesses to get better at new business.
“Initially many businesses will jump to digital marketing and social media to achieve this – but so do all of their competitors. DM gives a direct one-to-one approach to target new business, without every competitor being ‘on the desk’ or going ‘through the letterbox’ at the same time.”
Opinium polled 2,000 UK consumers for the survey, which ran in Autumn 2022.
