A bank statement one not yet swapped to paperless. A brochure from a luxury knitwear brandβone I could never justify the price, never mind afford. And a heap of hand-written estate agent notes to say how keen they are to sell my not-for-sale property. These are the things that have landed on my doorstep lately. That knitwear brochure has, in a small triumph for direct mail, made its way to my home office.
The brand did, at the very least, succeed in grabbing my fickle eyeballsβif only for a split second. Plenty of other direct mail ventures never even make it into the home, let alone the mind.
Michael was heavily involved in establishing Anthropologie in the UK and Europe. Among other marketing efforts, he helped launch their first European catalog.
Katy Ingram , a London-based marketing director, has also witnessed the shift. Yes, direct mail has evolved alongside digital changing consumer behavior, but there is still a place for print today.
She sees direct mail as a powerful tool to trigger consumer awareness and action. Businesses with a heritage of direct mail still see the benefits today. It is also a great brand-building tool. Paper waste, a lack of relevance, and even an element of intrusion are among the top annoyances. From paper, to prints and wrapping. There is, however, a willingness from consumers to indulge direct mail. Unsurprisingly, this is a direct response to tempting discounts.
