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Technology ‘not always better’ than direct mail
by thomsonlocal, thomsonlocal
Repost
Marketers are strongly advised to use business email lists and other online techniques to complement their direct mail campaigns, but brands are urged not to ditch their more conventional methods.
The importance of maintaining a ‘physical’ side to promotions as well as online direct marketing was recently highlighted by the worldwide agency Mail Tree, which achieves better results through offline channels.
Matt Pisoni, director of global sales, said that while certain consumer campaigns were better suited to internet-only communications, in most cases B2B email marketing should not replace direct mail activity.
“We think it’s important to provide a way to connect using technology, but we’ve seen increasing response rates from a paper letter in a mailbox,” he explained.
Mr Pisoni went on to say that the “flood of marketing” that once hit offices via the post box has now moved online, leaving more room for a customer’s attention when they disconnect from their smartphone or browser.
Last week, postal operator Royal Mail unveiled plans to increase its media and direct mail services in the UK, as it attempts to reverse recent losses of more than £120 million.
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July 15th, 2026 at 5:33 am
I do agree that managing direct mail services is not that easy. But commitment is what we need to keep to our prospects. One cannot get success in a direct mail business if they betray their question arises that how to manage?? For this one needs to be quick and effective to create and execute direct mail campaigns either its a straightforward or a complex one.