Print mail, also known as direct mail, is making a resurgence. In this blog, we’ll briefly talk about the benefits of direct mail, as well as why you should consider it for your business.
With more than 269 billion emails sent per day, we undoubtedly live in an email-centric world. Technology and the Internet have made it incredibly easy for us to communicate in real-time, unrestrained by the complications of location, bringing people together from across the globe in an instant.
At the same time, however, email – due to its ease and accessibility – has quickly grown out of control. In the past, your letterbox might have been stuffed with advertisements, leaflets and unimportant ‘junk’ mail; now, however, it’s your email inbox – but at a much larger scale. Statistics from Internet Live Stats indicate that 2,635,257 emails – at the time of writing this blog – are sent every second; many of which are spam.
Consequently, many of us have become indifferent toward email. We spend a good chunk of each day cleaning out our inboxes, getting rid of unimportant email and avoiding fraudulent emails from hackers, designed to siphon data.
As a result we are now far more cautious when it comes to email – making is far more difficult for businesses to capture our attention and increase that all-important click-through rate. Furthermore, the arrival of the GDPR (General Data Protection Regulation) on 25 May 2018 will undoubtedly influence the way in which email marketing is conducted and businesses will need to reconsider how they engage with customers.
But surely there’s an alternative – or a solution?
There is. And it means going back to the roots of correspondence: print – also known as direct – mail.
What are the benefits of direct mail over email?
While email has been “taking over”, print/direct mail has remained a stable constant throughout human history. The first recorded handwritten letter was by Persian Queen Atossa around 500 BC and letters continue to be sent even in the “digital-first” world. Many of us receive important information and documents via the post – many of which would be unsafe online.
Also, we still thoroughly enjoy receiving letters in the post. As emails are generally sent at scale, and, in most cases, automated, they often lack differentiation and personalisation. Letters, on the other hand, can be addressed directly to you! When email took over as the primary method of correspondence, the amount of ‘junk mail’ people received in the post decreased significantly. Now, people just receive the stuff they’re interested in!
Lastly, print/direct mail is of a higher quality and far more engaging. Emails are typically templates; someone writes in a box and fires the email off to thousands of people. Print/direct mail, when done right, can be stylised and personalised to the recipient. Mail also lasts longer. The average advertising mail is kept in the home or 17 days – going well beyond emails which are typically opened and deleted!
Print/direct mail is making a resurgence. As the GDPR rears its head, in the initial stages businesses will need to reconsider their approach to reaching customers and mail will most certainly play a role in that process! In our free eBook, ‘The Value of Direct Mail in an Email-Centric World’, we discuss how direct mail can be utilised by businesses as an effective alternative to email.
If you want to find out more, click the button below to download our eBook.