Why postal marketing is on the up
There was a point in history where we all thought that postal marketing would meet the same fate as chequebooks.
With websites, emails and social media rapidly replacing brochures, letters and flyers, physically posting things to customers and prospects felt old fashioned and stuffy.
But something is happening in the world of marketing.
Disruptive brands – mostly digital natives – have started sending their prospects high-quality postal mailers. Vox.com recently published a fascinating article (click here to read), identifying this sea change. The most innovative brands, they state, are embracing good old-fashioned snail mail – ‘hot, digitally savvy, direct-to-consumer brands like Casper, Harry’s, Wayfair, Rover, Quip, Away, Handy, and Modcloth – they’ve all taken to targeting customers in the mail.’
The rationale is, on some levels, entirely understandable. ‘People our age get hundreds of emails a day, but they only get ten pieces of a mail a day, if that many,’ says Pete Christman, the head of acquisition marketing at the shaving company Harry’s, which counts on mailers as part of its marketing. ‘From a numbers perspective, email is a much noisier environment.’
But this isn’t just a numbers game. High-quality postal mailers are an easy way to distinguish your brand and to tap into nostalgia for older generations. And for younger generations, the novelty appeal is enjoyably attention grabbing.
There’s a broader cultural shift at work that also enhances the impact of direct mail.
Whereas doormats historically piled up with bills, pizza menus and junk mail, today’s doormats are landing strips for self-indulgence. This goes beyond the explosion in parcels shipped every day from Amazon and Ebay sellers. Monthly subscription companies making innovative use of the dimensions of the humble letter box, are springing up in numbers. Meal/recipe boxes, beauty boxes, shaving kits, flowers, contact lenses and even gourmet dog foods, are all now being provided in this way. Millennials, in particular, respond well to these services (often monthly ‘lucky dips’ in which the recipient doesn’t know exactly what they’ll be receiving).
All of this adds up to an environment that has reshaped perception, and therefore the possibilities, of postal mail. And this holds equally true for B2B brands as for B2C.
Physically holding an item in your hand activates different regions of the brain to those that are used when scan-reading emails. That’s because physical interaction represents a human ‘experience’, whereas reading things on screen represents unemotional information absorption.
As you can imagine, an experience is much more memorable.
At Zing, we’ve made it easy to capitalise on this marketing trend with our Tactize range. With a choice of existing wallet and box designs that can be combined with almost unlimited content options (from confectionery to campaign-themed giveaways), we make it easy to create a tactile marketing experience that will be impossible for your recipients to ignore. And where something uniquely distinctive is required, we apply our expertise to design something bespoke for you.
Physical marketing of this sort is, of course, more expensive than eshots per individual send. But this can help to encourage a more targeted approach, which is widely recommended in today’s overcrowded marketplace, anyway. And additionally, conversion rates are much higher than with less-expensive digital options. Shane Pittson, the head of marketing at electric toothbrush startup Quip, says ‘direct mail piece URLs are more likely to be used than URLs from other offline marketing channels’.
So, when shaping up your next campaign, it might be worth considering the benefits of direct mail. Running an a/b test on URLs incorporated within engaging tactile marketing and via email might surprise you. Why not give it a try?
Our consistent focus at Zing is on helping our clients get their message across. Whether that’s presenting their core value proposition to prospects, or communicating a new product release to existing customers. Or anything else between.
In a digitally saturated age, we’ve recognised the challenge to winning even a few seconds’ worth of attention to get a message across. That’s why we developed Tactize – a physical means of presenting a powerful message in a way that can’t be ignored.
Can we help you with some tactile messaging? Please make contact to discuss.