With the advent and prevalence of the internet and digital communications, there are many who will tell you that the direct mail campaign is a thing of the past, an analogue item from a past age.

However, whilst it has certainly seen some decline in volumes sent, this now appears to have settled and it remains at a robust and steady level, albeit somewhat reduced. So why is that?

Email marketing campaigns are certainly cheaper as they involve no physical product, so no printing or material costs. Delivery is also cheaper – no need for stamps or to pay a delivery agent.

Ultimately it boils down to effectiveness; recent studies have shown direct mail to be significantly more effective – a 4.4% response rate compared to email’s woeful 0.12%. When you think about it, it’s easy to see why; it’s much easier for an email user to filter or ignore content.

A physical piece of paper is much harder to ignore; for one, there’s no easy way to stop it coming through your letterbox, and you will have to handle it even if to simply dump it in the recycle bin.

In addition, postal marketing tends to be at it’s most effective when it’s locally targeted; essentially, offers to encourage people to try local businesses.