It may come as quite a revelation to people but the public have always been fond of direct mail. Considering you hear many people discrediting this form of communication as it is seen to waste resources, or includes unnecessary amounts of junk mail, it is surprisingly popular. However it has only caught people’s attention more recently after statistics have shown the rising number of recipients preferring the “old fashioned” direct mail. Direct mail has lately been enjoying a renaissance period as consumers have viewed direct mail more positively, commending it as the most appropriate form of business communication. Our favourite phrase which has cropped up in this debate is describing the rise of direct mail as appearing from “back to the future”, which ultimately sums this booming period up perfectly.
There are many reasons for direct mail having a renaissance. First of all there is still a considerable amount of people who are not active on the internet so are unable to receive mail through different emailing platforms. It has been recognised that there is a need for an offline audience, which means that older people, most common demographic to not be active online, are able to gain access to the same information. In saying that there are many older people who ARE active online but there are still some who are traditionalists and like to receive paper copies of their mail to ensure that they can keep important documentation safe.
Direct mail is also a way for people to have physical copies of important information with little fear of it being accidentally deleted on the computer or having difficulty finding it amongst other mail. Bank statements and bill statements are important and useful when applying for credit as most companies if not all prefer to have a physical copy, providing proof of address as evidence. It is also more convenient as we all know how much hassle it is rummaging through loads of old mail to find what it is you’re looking for, even with the use of the search bar engine to make things quicker.
Following on from this point, people can be very weary of hackers on the computer who are able to obtain important information through their emails which they can use for other things. An example would be online banking. Online banking has become a useful approach for managing finances wherever you are but it can be a gateway for online hackers to get past security information. People therefore prefer to deal with their finances when they receive direct mail as it will be apparent on the envelop that no one has had access. If there are any problems they are able to contact a member of staff through the phone instead. To sum up this point, direct mail may be having a renaissance period because people see it a safer option.
On a more positive note, at the centre of this renaissance period is personal selling. It is obvious when the marketer has forwarded an email to many recipients saying the same thing, making potential customers feel devalued and underappreciated. Direct mail has been received recently in most cases as the opposite to this as it has been seen to give good first impressions and is beneficial when maintaining a relationship with clients. You may ask why this is the case but it has been clear that sending personalised notes along with gifts through the post have helped marketers nurture these relationships and make a really strong connection with their clients by building this rapport. Also there is no way of being certain who else has received the same mail, which automatically makes the recipient feel appreciated and valued.
To sum it up, direct mail may be having a renaissance because:
- It reaches an offline audience who are not active on the internet.
- People prefer physical copies of important documentation.
- Fear of hacker’s online- see direct mail as a safer option.
- Create a more personalised experience for the recipient.
Hope this was useful but if you would like any more information as to why direct mail is having a renaissance or have any questions that you would like answered, please do not hesitate to get in contact with us. Email us on firstname.lastname@example.org or call us on 01903 530787.