A groundbreaking new campaign and accompanying study from the Royal Mail has sought to define the role of mail in a digital age, highlighting the continued importance of direct mail marketing to contemporary businesses.
The MAILMEN campaign has enlisted the services of industry leaders from the realms of advertising, digital, media and marketing, including Poke founder Nik Roope and Saatchi & Saatchi CEO Robert Senior. Each has something to say in favour of the continuing role of mail and print in today’s business world. You can watch Royal Mail CEO Moya Greene’s introduction to the MAILMEN campaign here.
What’s more, the campaign has been accompanied by a study that provides some truly arresting figures to back up the Royal Mail claims. The study, available from www.mailmen.co.uk, hints at the longevity of direct mail marketing. Royal Mail research has shown that advertising mail stays in the home for an average of 17 days, while door drops last an average of 38 days – maximising the number of potential impressions on customers.
The MAILMEN study also found that mail evokes an emotional response in the recipient. It was discovered that respondents value something they can see and touch 24% more highly than something they can only see, while 57% of participants claimed that direct mail made them feel more valued by the sender. Crucially, 38% of respondents said that the physical properties of a piece of direct mail – how it’s made and printed – influence how they feel about the company that sent it.
The MAILMEN campaign is proof that direct mail marketing is still highly valued by many contemporary business leaders, and more importantly, that it works better than ever in this digital age. Here at PMG, we can help to make your direct mail campaigns both more cost-effective and more impactful. Contact us today to find out more about how we can help.
