Direct mail set for a resurgence in 2019

Direct mail set for a resurgence in 2019

Legislative changes and the intelligent use of data can help direct mail to enjoy a resurgence in 2019, despite the rising cost of ink and paper.

SMP Chair Judith Donovan CBE believes the direct mail industry needs to evolve alongside the digital sector to make the most of existing opportunities, particularly following the introduction of legislation such as GDPR.

Direct mail and partially addressed mail in particular could enjoy significant success this year, she added.

And her sentiments were echoed by our board members. Ben Snutch, group sales and Commercial director of the Go Inspire Group, said direct mail could enjoy a significant resurgence, provided it was utilised effectively.

Specifically, analysing data could optimise insight into both customer preferences and the effectiveness of diverse delivery channels. Michael Gray, Williams Lea Tag’s European senior category manager, said key market research could deliver both a greater understanding of what customers wanted and statistics to illustrate the importance of mail.

“It’s about educating our industry and customers and starting to use the data that we have to hand to be able to deliver communications in the best possible way,” said Michael.

Isla Munro, from the Dragonfly Agency, said working with customers was key: “2019 could be a big year in terms of seeing how the industry and customers react to the different ways in which we now communicate. As an industry, we need to work with customers on those ways and more too, and that’s where direct mail can come in.”