The digital age has presented marketers with so many more opportunities to reach and engage with their target audience. The OfCom Communications Report for 2018 says that around nine in ten of people in the UK access the internet and those who are connected spend almost one day a week online.

So, it’s not surprising that strong brands are being built through the ingenious to the simplest of digital media marketing campaigns.

However, there is a flip side to this easy access to our target audience (and it’s not just about GDPR).

The explosion of connectivity and the plethora of channels means that messages can be easily lost in all the noise. This means the biggest challenge for marketers is to find a way to cut through the noise and engage with their audience in such a way that their message is memorable and inspire action.

Could mail be the solution to this challenge?

A personal, relevant and memorable message is more likely to inspire action. And, positive actions produce results.

To compare the impact of digital messages to printed messages, Royal Mail commissioned research measuring mail’s effectiveness with neuroscience¹.

Here are some of the highlights from this report:

  • More Memorable – Mail activates areas of the brain responsible for long-term memory encoding 49% more than email and 35% more than social media advertising.
  • More Engaging – Mail is 33% more engaging than email and 35% more engaging than social media advertising.
  • Grabs attention – Mail (65%) rather than email (35%) sent from companies gains their full attention.
  • Emotional connection – It is mail (70%), rather than email (30%) from companies, that makes them feel valued.
  • Longevity – people put mail somewhere visible in their home as a reminder to act or take it out with them.

Mail supports digital

Marketers are not about to ‘throw the baby out with the bath water’ and turn all their attention and budget to mail!

The findings of the research show that mail boosts the response of on-line campaigns.

“Mail has a powerful impact on long-term memory encoding for social media advertising +44% stronger when people had seen mail first.”

Mail inspires engagement

Our mission at RETHINK is to inspire, create and produce memorable marketing campaigns for our clients.

We hope by sharing the results of Royal Mail’s Why Mail Cuts Through research that we have demonstrated how adding direct mail to your on-line marketing campaigns can strengthen your message, improve engagement and boost response.

We have been supporting our clients by producing and delivering their marketing campaigns for over two decades.

If mail is the missing piece of the jigsaw in your marketing campaign, please contact us for an informal chat.

¹ You can download the full Royal Mail report Why Mail Cuts Through here.