{"id":22544,"date":"2020-01-13T09:23:39","date_gmt":"2020-01-13T09:23:39","guid":{"rendered":"http:\/\/hnews.hult.edu\/?p=22544"},"modified":"2026-05-08T19:04:37","modified_gmt":"2026-05-08T18:04:37","slug":"is-mail-a-dying-form-for-businesses-and-marketing","status":"publish","type":"post","link":"https:\/\/www.hult.edu\/blog\/is-mail-a-dying-form-for-businesses-and-marketing\/","title":{"rendered":"Is mail a dying form for businesses and marketing?"},"content":{"rendered":"

A bank statement (one not yet swapped to paperless). A brochure from a luxury knitwear brand\u2014one 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.\u00a0<\/span><\/p>\n

That knitwear brochure has, in a small triumph for direct mail, made its way to my home office. There, it’s sat on my desk for over a week, unopened. I know it\u2019ll likely end up in the recycling bin. The brand did, at the very least, succeed in grabbing my fickle eyeballs\u2014if only for a split second. Plenty of other direct mail ventures never even make it into the home, let alone the mind.<\/span><\/p>\n

 <\/p>\n

Cutting to the chase: is direct mail dead?\u00a0<\/b><\/h3>\n

Michael Robinson<\/a>, CEO, and founder of Sweft LLC, has seen a huge shift in the 30+ years he\u2019s worked with direct mail. \u201cIt\u2019s gone from being something cool\u2014where you were excited to get a catalog\u2014to a huge annoyance when your mailbox is full of junk mail.\u201d<\/span><\/p>\n

He\u2019s quick to spot a sliver of opportunity within the gloom, though. \u201cNow I think that it is a relatively under-utilized form of marketing that benefits from less volume in people\u2019s mailboxes.\u201d<\/span><\/p>\n

Michael was heavily involved in establishing Anthropologie in the UK and Europe. Among other marketing efforts, he helped launch their first European catalog. \u201cI gave a speech at the German Mail Order conference called, ‘The catalog is dead, long live the catalog’. I still think that direct mail has an important place in the marketer\u2019s quiver, as mail can be \u2018disruptive\u2019 in a way that email can\u2019t.”<\/span><\/p>\n

“People know how to block out adverts and delete emails without opening them. Mail requires a momentary decision to read or discard, and at that moment you are in the customer\u2019s mind. A well designed and relevant mail piece can make you ‘top of mind’ when they\u2019re shopping in your category, and possibly get them to your website or store.”<\/span><\/p>\n

Katy Ingram<\/a>, a London-based marketing director, has also witnessed the shift. \u201cOver the years, direct mail has continued to thrive. Yes, direct mail has evolved alongside digital changing consumer behavior, but there is still a place for print today.\u201d\u00a0<\/span><\/p>\n

She sees direct mail as a powerful tool to trigger consumer awareness and action. \u201cA brochure or mailer drives customers and prospects into store and traffic to the website. Businesses with a heritage of direct mail still see the benefits today. It is also a great brand-building tool.\u201d\u00a0<\/span><\/p>\n

So, what do consumers think?<\/span><\/p>\n

 <\/p>\n

Consumer opinion skewed towards direct mail being a waste of time\u00a0<\/b><\/h3>\n

Paper waste, a lack of relevance, and even an element of intrusion are among the top annoyances. (Katy Ingram does highlight, \u201cMany retailers who use direct mail are looking at more planet-friendly options. From paper, to prints and wrapping.\u201d)<\/span><\/p>\n

There is, however, a willingness from consumers to indulge direct mail. Unsurprisingly, this is a direct response to tempting discounts. To the promise of free delivery, or an equivalent no-strings-attached treat.<\/span><\/p>\n

 <\/p>\n

\u201cI usually request clothes catalogs and G Adventures books by mail when I want to shop and\/or browse. When I know exactly what I want (black leggings, trip to Oaxaca), I just go to the sites.<\/span><\/em><\/p>\n

I also love the theater marketing stuff I get in the mail. I get things for Broadway shows, ballet, various concerts and arts festivals. A fair bit of stuff comes my way, so it makes sense they share my info around. I\u2019ll often keep something out on my entry table to remind me to book tickets for something I\u2019m interested in. The last show I saw using this tactic was Moulin Rouge.\u201d \u2013 Kate, 34, New York<\/span><\/i><\/p>\n

 <\/p>\n

———<\/span><\/p>\n

 <\/p>\n

\u201cPersonally, I can\u2019t stand it. Most of it is rubbish. Or I think it\u2019s a waste of paper and just destroying more trees. <\/span><\/i>Maybe if I got better quality marketing or better-targeted stuff I\u2019d appreciate it more<\/i><\/b>. But most of the time it\u2019s estate agents or something random.\u201d \u2013 Lara, 37, London UK<\/span><\/i><\/p>\n

 <\/p>\n

———<\/span><\/i><\/h4>\n

 <\/p>\n

\u201cI barely even read it. <\/span><\/i>Straight in the bin. Unless it contains discount vouchers! <\/i><\/b>Sainsbury’s and Paperchase sent me some recently that I\u2019m working my way through. I use Holland and Barrett and Boots [discount vouchers] sometimes too. Sometimes, I request holiday brochures by post when I feel like luxuriating over my research.\u201d \u2013 Katie, 29, London UK<\/span><\/i><\/p>\n

 <\/p>\n

———<\/span><\/i><\/p>\n

 <\/p>\n

\u201cIt almost all goes straight into the recycling bin unread. I find it a terrible waste of paper. If it’s a brand I know and like I will flick through and check for a discount code. If it’s a new brand and it catches my eye I will take a quick look at the products and pricing.\u201d \u2013 Anne, 44, London UK\u00a0<\/span><\/i><\/p>\n

 <\/p>\n

———<\/span><\/i><\/p>\n

 <\/p>\n

\u201cFree tasters and samples; otherwise I want nothing through my door.\u201d \u2013 Jane, 42, Scotland<\/span><\/i><\/p>\n

 <\/p>\n

———<\/span><\/h4>\n

 <\/p>\n

\u201cNope, straight in the recycle box.\u201d \u2013 Olly, 45, Brighton, UK<\/span><\/i><\/p>\n

 <\/p>\n

———<\/span><\/i><\/p>\n

 <\/p>\n

\u201cI never look at it. It goes straight in the recycling.\u201d \u2013 Louise, 41, London\u00a0<\/span><\/i><\/p>\n

 <\/p>\n

———<\/span><\/i><\/p>\n

 <\/p>\n

Regulated sectors face an even harder challenge<\/b><\/h3>\n

Personal data is more ring-fenced than ever. And so it should be.\u00a0<\/span><\/p>\n

Letters and emails from banks cue our automatic suspicion of fraud. It\u2019s straight to the bin. Even those odd “pre-approved” credit cards that come in the mail no longer feature our names or resemble an actual bank card. They\u2019re simply a piece of (wasted) card.<\/span><\/p>\n


\n<\/span>\u201c[tightened EU data protection law] GDPR has, if anything, had a beneficial effect in terms of improving targeting and reducing wastage.\u201d <\/span><\/p>\n

\u2013Katy Ingram, Head of Marketing at Thought Clothing<\/span><\/p><\/blockquote>\n

Stealth planning and split-arrow targeting have the power to resurrect direct mail\u00a0<\/b><\/h3>\n

Katy, who formerly headed up Feather and Black as well as The White Company’s marketing, says that personalization and good planning alone isn\u2019t enough. \u201cWhile there are many advances in personalized direct mail, the process of planning, designing and printing a brochure takes time and money. You need to have a robust strategy and do the math. Being able to identify those prospects and customers who don\u2019t respond to direct mail is essential.\u201d<\/span><\/p>\n

She continues to make a strong case for carefully considered mail. \u201c<\/span>A well designed and relevant brochure can stay in the home for weeks while we may instantly press delete online.\u201d<\/b><\/p>\n

Continuing to test is vital for successful direct mail too. A change in format, the products featured, the creative concepts, or promotions used. They’re all great ways to test and learn.\u00a0\u00a0<\/span><\/p>\n

So, direct mail may not be dead. Though it’s unlikely to yield solid success alone. \u201cDirect mail activity needs to work seamlessly alongside digital and social campaigns,” says Katy.\u00a0<\/span><\/p>\n

Brands must work hard to deliver a joined-up experience, and take a step back to acknowledge the shift. To get teams\u2014CRM, UX, CX and more\u2014to forego silos and see what consumers see.<\/span><\/p>\n

 <\/p>\n

\u201cI think it\u2019s important to recognize that direct mail is now just marketing \u2014 it\u2019s no longer a business in itself. It can be an effective traffic and awareness driver, but you need a great website and\/or store to close the sale.\u201d <\/span><\/i><\/p>\n

\u2013 Michael Robinson, CEO of Sweft LLC\u00a0<\/span><\/i><\/p><\/blockquote>\n

With huge thanks to Katy Ingram, Michael Robinson, and the consumers who shared their thoughts.\u00a0<\/span><\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

A bank statement (one not yet swapped to paperless). A brochure from a luxury knitwear brand\u2014one I could never justify the price, never mind afford. And a heap of hand-written…<\/p>\n","protected":false},"author":140,"featured_media":22545,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[30],"tags":[],"yoast_head":"\nIs mail a dying form for businesses and marketing? | Hult International Business School<\/title>\n<meta name=\"description\" content=\"Should we be phasing out direct mail campaigns and concentrating purely on digital? 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