Digital forms of communication provide a range of benefits to both sender and receiver. They are quick, convenient and may provide a cost-effective way to reach potentially large numbers of existing and prospective customers. In the face of these advantages, does printed mail still have a role to play in the channel mix?
Drawing on Royal Mail MarketReach reports and data, this paper considers the scope of communications channels available to communicators. It explores regulatory considerations when communicating, as well as the right approach to take to content and message targeting.
Physical mail has characteristics that give it enduring and lasting appeal with audiences - characteristics that include reliability, privacy and trust. The fascinating science behind why mail works is considered in this paper, together with the ways in which enterprises can optimise communications strategies to best serve customers.
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