Recently Peter Harris, the founder of QIQ in Australia, said that there are a large number of people who will continue to use direct mailing, also known now as traditional mailing.

Hybrid mail, which combines traditional post with email is set to continue though, and he said it will continue to grow across the globe. Peter summarised the importance of traditional mail by stating that “even when businesses have e-mail addresses for their clients, sending a physical letter can be a much better option.”

This is because there is certain element of appeal to a physical letter rather than an email, and people may are more likely to feel obliged to react when they’re sent a physical letter, brochure or leaflet. Emails have an element of automation about them, and some people have got themselves into a system where they continuously delete email after email, not even giving some emails a glimpse.