Direct Mail: Email is fast but letter is better

This article looks into the continuing power of physical post over digital communications in direct mail. Response rates to letters are typically 30 times better than email and despite its additional cost, letters still account for over a third of direct marketing expenditure. The reason for its strength is likely down to greater salience and higher attention rates compared with email, which are much more easily ignored. Advice for successful slow mail is to make the envelope attention-grabbing by using blank, white envelopes and postage stamps. With the text inside, it suggests using simple language and font styles, and applying bold text and colours to draw attention to key information. Examples of direct mail campaigns are included, which highlight the benefits of personalisation and how different variables affect action.

Publication: 
Market Leader
Author: 
Hollingworth, Crawford
Document Type: 
Research
Paywall: 
Free

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