Direct mail in a digital world

In a world where the average UK adult spends nearly 5 hours per day online, according to Ofcom, it’s easy to assume that traditional channels like direct mail have fallen out of favour. However, the opposite is true. Direct mail offers a physical presence in a digital-first era, providing a level of personalisation, trust, and engagement that digital campaigns often struggle to replicate.

Research by the Data & Marketing Association (DMA) reveals that 70% of UK consumers feel that mail is more personal than email, and 88% of them read or interact with the direct mail they receive. 

Direct mail also delivers a 35% higher ROI when integrated with digital campaigns. These statistics underscore why this old-school approach is anything but outdated.

In this article, we’ll explore the key reasons why direct mail remains a valuable part of the marketing mix and how brands can use it to create meaningful connections with their audiences.

Direct mail cuts through digital noise

With email inboxes overflowing and ads vying for attention on every screen, direct mail offers a welcome reprieve. A beautifully crafted piece of mail arriving on someone’s doorstep has the power to captivate attention in ways digital ads often can’t.

According to JICMAIL, the UK's Joint Industry Committee for Mail, 75% of all direct mail is opened and engaged with, and recipients spend an average of 8 minutes reading or interacting with it. This undivided attention is rare in a digital world, where ads are often skipped or scrolled past in seconds.

What we have found works well: Pairing direct mail with QR codes or personalised URLs can drive recipients online, connecting offline engagement to digital actions.

Personalisation resonates

Consumers expect brands to speak directly to them. Direct mail allows for a level of personalisation that feels authentic and meaningful. Whether it’s addressing the recipient by name, referencing their past purchases, or tailoring the message to their interests, direct mail has a personal touch that email often lacks.

The Royal Mail MarketReach study found that personalised direct mail is 10% more likely to be remembered and drives a 29% increase in sales compared to generic mail. This makes it a powerful tool for nurturing customer relationships and driving conversions.

What we have found works well: Using first-party data to create personalised and relevant messaging that resonates with your audience while complying with GDPR.

Integrate with digital

Direct mail is not just a standalone channel, it’s most effective when integrated into a broader marketing strategy. Campaigns that combine direct mail with digital touchpoints can see a significant uplift in engagement and conversions.

In a campaign that we ran for a client in 2024, we combined direct mail with social media retargeting and achieved a 60% higher response rate than using either channel alone. The tactile nature of mail enhances the credibility of digital follow-ups, making the entire campaign feel cohesive and impactful.

What we have found works well: Using direct mail to drive traffic to digital platforms, offering exclusive promotions or content that recipients can access online.

Build trust and loyalty

At a time when digital scams and phishing attempts are on the rise, physical mail carries an inherent sense of trustworthiness. Receiving something tangible builds a connection that digital ads struggle to replicate.

According to Royal Mail's 'Why Mail Works' report, 87% of UK consumers consider mail to be more believable than digital ads, and 65% say they’re more likely to give a brand their attention if they receive mail from them. This trust can be instrumental in building long-term customer loyalty.

What we have found works well: Using premium materials and thoughtful design to make your mail stand out and reinforce your brand's credibility.

Measuring success

One of the myths about direct mail is that it’s hard to measure. This is simply not true. Tracking tools like QR codes, personalised URLs, and campaign-specific discount codes make it easy to attribute responses and calculate ROI.

The DMA highlights that combining mail with advanced analytics can provide valuable insights into customer behaviour, allowing brands to refine their messaging and targeting for future campaigns.

What we have found works well: Include clear CTAs in your direct mail campaigns and track responses to prove effectiveness and refine future strategies.

Mailing it

So there you have it. Direct mail is far from obsolete. It remains a vital channel for brands looking to cut through digital noise, deliver personalised messages, and build lasting trust with their audiences. 

Our clients have had the greatest success when combining direct mail with digital channels, so whether you’re looking to create a standalone campaign or integrate direct mail into a broader strategy, we can help you make meaningful connections with your audiences that translate into measurable results.