In our bustling digital universe, where cat videos and memes reign supreme, we’re faced with a dizzying array of channels to reach our audience. And in the race to drive down costs, direct mail has been jettisoned faster than you can type Tik Tok.

Remember the good old days when your letterbox held more than just menus for your local kebab shop and council tax bills? Well, direct mail is like that nostalgic mixtape from your youth —it’s making a comeback! Here’s a few reasons why you should reconsider direct mail as part of the marketing mix.

Picture this: You’re sipping your morning coffee, and there it is—the sweet slap of a direct mail piece landing on your doormat. Suddenly, your senses awaken! You run your fingers over the glossy paper, inhale that fresh ink smell, and maybe even give it a little tap-tap-tap. Direct mail isn’t just a message; it’s an experience. It’s the handwritten note from a grandparent, the glossy travel brochure promising sandy beaches, or the quirky postcard from that weird mate who is holidaying in North Korea. Tangibility matters, you can feel it, smell it, touch it (taste it too if you like).

Also good direct mail doesn’t vanish into the digital abyss after a nanosecond. It sticks around, like a loyal labradoodle. If it’s well-crafted (think clever creative and high production values), then it won’t end up in the recycling bin too soon.

And did you know that consumers interact with a piece of mail between 3 and 5 times? Some pieces even become cherished keepsakes, hanging out on fridge doors or cork notice boards for weeks! Can you say that about an email?

When it comes to trust we are now in a world where deepfakes and catfishes lurk around every digital corner, so can we really trust what we see online any longer? But seventy-one percent of people say that they trust what they receive in the post. From Gen Z to the wise elders, direct mail bridges the trust gap.

With Apple and Google tightening their privacy belts, and adblockers multiplying like rabbits, can you even be sure your marketing message is getting through? But guess what? Direct mail barges past those digital barricades and gets right to the heart of the household.

So, when you’re planning your next marketing campaign, don’t forget the humble envelope and stamp. Whether it’s part of a grand symphony of channels or a solo act, direct mail deserves a spotlight.

Using direct mail in your marketing mix helps to improve customer experience and reinforces messages at all stages. Whether your goal is to drive awareness, build loyalty, or to inspire advocacy or reactivation, it really is time to re-think direct mail.

Statistics courtesy of Market Reach.