Various industry experts were asked to give their opinions on the prospects of direct mail campaigns. The overwhelming conclusion, perhaps not surprising, was that direct mail has declined since mass email marketing arrived. It has been called dead. But, it is possible that it might not be dead, as email marketing seems to have become an unfortunate victim of its success.
Research has shown that 70% of customers feel that they get too many emails.
People used to get piles of mail in the letterbox. But, things have changed.
Direct mail campaigns offer a new opportunity. They have tangible attributes that email can’t match, such as texture, shape, and smell. These characteristics make direct mail campaigns memorable and give them an advantage over digital media. The doormat is also less cluttered than the email, which makes them more memorable. A beautiful letter, brochure or gift card sent through the postal mail can be more stimulating and personal than any digital campaign.
Studies have shown that people remember text better on paper than on a screen. Print media can also lead to greater brand recognition.
Net-a-Porter is an online luxury fashion retailer. They have recognized this and are pioneering the use of technology to elevate print. The app allows readers to scan and purchase specific items. Net-a-Porter also can track data for future campaigns. The brand created a seamless experience by paying attention to stock and finishes and cleverly using technology. People enjoy browsing catalogues but also love the convenience and speed of online shopping. Net-a-Porter offers them both the best and worst of both worlds.
Direct mail may have a new USP: the clever use of personalization and the application of data to create a feeling of connection and relevance for the consumer. Adam Pike, the cofounder of SuperCarers.com, says we must be more creative in our marketing use of data. We need to do more than put a name at the end of a letter. We must be creative and improve the experience.
Although it would appear that the harbinger of doom was not entirely correct, they were also right. If you go back to the old broad-brush marketing campaigns based on volume, your efforts will likely be lost in the era of junk mail. If you take the time to think about your customer and create something tactile, enticing and innovative, you will be able to capture their attention both in the physical and digital worlds.
