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Direct Marketing » Tips & Facts, Best Practice | 24.02.2016

Marketing with mail and digital

With technology progressing more and more, it has meant that the way that brands are interacting with customers is also changing. Consumers have taken a lot more control, and they appear to be making great use of the digital sector. In response to this, brands have had to add digital elements to their businesses in attempt to keep up and maximise sales.

Consumers now expect communications to be both personal and relevant, and that all information given to them is useful. If this fails to happen, it is likely that the consumer will not respond. A recent study has shown that 72% of people claim to open all of their post, and this has revealed a vital fact: mail can potentially reach a lot more customers than emails will.

Mail has always been a very relevant form of reaching out to customers; it gives them something tangible to see, read and then think about. With an increasing number of businesses using email, mail has become even stronger and a lot more effective.

Mail can be seen as a medium of authority, and this is why the vast majority of customers still prefer to receive bills and statements as mail opposed to via email. Offers/promotions or giving out small updates are better conveyed to customers through email; they are only small messages which do not hold major importance. Email is best for short and straight-to-the-point messages, which need to be addressed quickly.

If businesses need to convey an important message to consumers, it would be a lot more appropriate to use mail. If an important decision needs to be made, customers prefer to have the information that they need to hand. This means that they are then able to take their time to read through it and evaluate it properly at their own pace. If customers need to think about your messaging, using mail is considerably more effective. Research shows that 56% of customers say that they are likely to spend a lot of time reading mail, as opposed to a mere 27% for email.

Over half of customers (57%) stated that mail makes them feel a lot more valued. This displays one of the biggest advantages that mail has over email: using mail is a tangible way of reaching out to your customers which tells people you have gone the extra mile just to communicate with them. But, although most of the time mail appears to be a better approach to conversing with customers, you will need to use email where necessary as well. So, by balancing the two appropriately, you will create the greatest value for your marketing spends.