People engage with direct mail

In our latest series of blogs, we examine the evolution of video’s role in marketing and reasons why the medium is now starting to take hold in direct mail.

The first two reasons focus on the staying power of tangible mail and the growing popularity of video.

Reason 1: People engage with direct mail

Early concerns over GDPR regulations seem to have exaggerated the threat to traditional email marketing. In fact, changes to the law appear to have breathed new life into the discipline. Now that organisations are more comfortable with the ICO rules, and marketers understand how to collect, store and manage customers’ data, they are developing increasingly creative and relevant campaigns, improving the overall quality of direct marketing. This fresh approach increases trust on the part of consumers, who know that they are unlikely to be perpetually bombarded with nuisance emails.

However, according to Royal Mail, 70 per cent of consumers still say that they receive too many emails and 51 per cent say that they delete emails within two seconds of receiving them. By contrast, around half of consumers open the direct mail they receive and 56 per cent spend time reading it. An incredible 92 per cent claim to have been driven online as a result of what they read.

While marketers typically favour digital channels with the excitement of tech enthusiasts, consumers and businesses continue to welcome direct mail and there is little doubt that the power of physical mail continues to make its strength felt. Advertising spend on direct mail has seen growth of 6 per cent in recent years and it remains the third largest media channel in the UK after online and TV, with an annual value of £1.75bn.

Reason 2: Video is popular

By 2022, it is predicted that online video will make up more than 82 per cent of all online content. Already, six out of ten individuals say that they would rather watch video online than sit in front of a TV. Businesses too, have caught the bug, and 2018 saw an 18 per cent increase in the use of video for B2B marketing (to 87 per cent). Furthermore 73 per cent of B2B marketers claim that video has boosted their ROI. Fifty-nine per cent of executives claim to prefer viewing video to reading text.

There is no doubt about the ubiquity and popularity of video online but with 300 hours of content being uploaded to YouTube every minute on a platform that receives 30 million users every day, it is inevitable that saturation point will be very swiftly reached.

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