Mail is the antidote to our virtual lives, creating real world connections and giving people something they can hold onto. That’s why people love receiving, sharing and discussing it. And because touch generates such powerful and long-lasting memories, when brands use mail, they stay top of mind for longer.
As we come out of lock-down, the market is shapeshifting and more opportunities for businesses are emerging. Direct mail should be part of any progressive marketer’s plans. Apart from being personal, highly targeted and measurable, it also provides the perfect creative platform by allowing for longer more convincing brand narratives.
Mail can be personal, funny, interesting and disruptive. And if it’s any of these, it’s done its job, because it becomes a conversation starter. But how can brands use mail to create powerful communications like this? Something that’s physically irresistible, that does all, or at least some of the above? We explored 5 areas that are rich with possibilities:
1. Paper - make the medium the message
As you already know, paper doesn’t just come in one form, it has a range of different thicknesses and textures. It can be scented, and be edible. And even if it is as plain as the A4 sheet that comes out of your printer, it can still be cut, and folded in many different ways, all of which encourage interaction. Paper has so many possibilities and can be used to build a more immersive customer experience – like in this campaign for the Gothenburg Homeless Aid in Sweden.