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To say direct mail is having a resurgence would be to deny its steady existence as a vital channel for many retail businesses since the mail order boom years. It’s also an inaccurate descriptor for eCommerce as “resurgence” implies a previous day in the sun exists.
What is more accurate is to say that direct mail has become one of the more exciting “new” channels for eCommerce brands as they look to differentiate themselves from their competitors and gain cut-through in a highly saturated digital marketing environment.
Many rapid growth UK eCommerce brands, including the likes of Hello Fresh, Wayfair, Beer52, Harry’s and Bloom & Wild, have incorporated the direct mail channel into their marketing mix. However, it’s more expensive and time-consuming than their tried and trusted digital channels. Many marketers have no expertise when it comes to executing campaigns and it takes longer to realise full results. So why do they do it? The advantages can be illustrated most clearly when positioned against those digital channels with which eCommerce marketers are so familiar.
The “C” word
Coronavirus has changed everything for everyone. Some brands are hunkering down for what we all hope will be a relatively short period of disruption whereas others are seeing a huge demand for the products. For the former, more expensive forms of marketing have rightfully taken a back seat in preference for cheaper and more reactive digital channels, like email and Instagram, as brands aim to keep their customers up to date with the latest developments. However, when normal service resumes, and it will, the storytelling role of direct mail should not be underestimated as brands look to recover. In recent years, customers increasingly want to know what the brands they buy from stand for, where their products come from and even how they support local communities. It’s no longer just a price war on Google shopping. Even as we emerge from these most unusual and unnerving of times, Coronavirus will dominate the narrative for months to come as customers look for familiarity in what will inevitably be a new normal. Channels that allow marketers to create a strong narrative around their brand may just have a greater role to play than ever.