Making Mail
Fit for the

An email icon on a pink background representing the future of mail.


By Patrick Headley, CEO at Go Inspire.

In this digital-first era it would be easy to assume that mail is dying a long and slow death — that people are so welded to their screens, the ping of infinite email notifications might permanently drown out the clattering letterbox.

For the moment at least, nothing could be further from the truth. A clutch of recent studies reveals mail retains a healthy place in the marketing mix. Among them, the finding that Gen Z especially likes the novelty of receiving addressed mail, and that the humble mailpack is highly effective when dovetailed with mobile marketing campaigns.

So far, so good: rumors of direct mail’s demise are greatly exaggerated. But the truth is, the naysayers may have a point. Unless innovation and inspiration come to the channel’s rescue those fortunes might well reverse.

Why New Ideas are Needed to Save Mail.

Though it pains me to admit it, I remember clearly the heady days four decades ago when direct mail burst on the scene to a blitz of marketing budgets. The new kid on the block was the next big thing. Measurement was the key.

In comparison to the “see what sticks” approach of above-the-line channels including TV and outdoor ads, mail’s effectiveness was much easier to pin down. The Business Reply Envelope was the medium’s golden ticket.

Fast forward to the turn of the century, however, and questions were being asked about response rates and volume pricing. Mail’s cause wasn’t helped by the arrival of a new marketing idol. Email, and digital channels in general, began to dominate the scene as seemingly the most effective and efficient way of getting consumers’ attention.

And so, it has been ever since. But I believe positive change is within reach. Mail can remain buoyant as a marketing channel. But that requires will, and a different approach — not least with pricing.

Reframing the Race to the Bottom.

As easy as it is to criticize the UK’s national postal operator, I can’t help but point the finger at Royal Mail. Of course, the company has a number of pressing issues on its plate at the moment, not least the industrial action that began over the summer.

Marketers, too, feel disgruntled. There seems to be a mindset that the best way to fix the market is to inflate costs. The problem with this approach is twofold. Many brands look elsewhere to channels that make more sense, while the whole thing becomes a race to the bottom on price.

Don’t get me wrong, there are many people at Royal Mail who are doing good things for our industry. Equally, there are others standing in the way of progress, innovation and the sustainable future of mail as a marketing channel.

Go Inspire is on a mission to further mail’s cause, making sure it appeals to the masses. It’s the traditional channel for older consumers, where they feel comfortable and certain their brand interactions aren’t open to fraud. It’s also proving a winner with younger people too, as stated earlier.



RETAILTOUCHPOINTS.COM – Post Modern: Making Mail Fit for the Future

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