There have been many articles in the industry news recently about direct mail, and how it can be optimised to help a multi-channel marketing campaign. Just like our infographic on how to combine digital and direct mail, the evolution of marketing means that direct mail can be a worthwhile companion to any marketing venture.
With this in mind, the evolution of direct mail is about to move on leaps and bounds in a new scheme with Royal Mail. The trial will see Royal Mail partner with a large online retailer, to combine digital purchase history and direct mail.
This essentially means that direct mail will be utilised to execute retargeted advertising. Royal Mail has stated that it wants to add traditional direct mail practices to the £1 billion programmatic industry. This new form of marketing will see retargeted ads drop through people’s letterboxes instead of being viewed on their computer screens. If an online shopper saves something in their basket but then abandons it, a brochure will be sent to their home reminding them of the product and hopefully changing their mind. This naturally will only be applicable to consumers who have agreed to receive this type of material.
Royal Mail have stated that this will not be classed as junk mail, as this is a more sophisticated piece which will only ever relate to the item the customer was interested in. Whilst this may be a more expensive method, it also could be much more successful.
We’re looking forward to seeing how this new marketing method with Royal Mail goes… could this be the future of direct mail?