IN THE PRESS
May 24, 2024
Chris Freeland, executive chairman, EMEA and APAC of agency Rapp, is also concered about the move. He says: “Direct mail is still an important part of the marketing mix. Inundated with digital ads, consumers simply scroll past to resume their regular content, whereas in the right context direct mail remains an effective channel to engage physically at home and reported to be more attention efficient in terms of cost per minute while driving commercial effectiveness.
“But this second price increase risks undermining the channel’s future cost-effectiveness, and could force advertisers to migrate to cheaper digital channels – impacting Royal Mail’s revenue at a time where it needs business support most.”
Freeland explains that with the price hike in mind, marketers must ensure that they are utilising data and analytics as a part of their omnichannel strategy to get the most bang for their buck.
He concludes: “This means leaning on the transformative tools available to brands, like AI. The best tech tools and strategy can then be used to optimise data accuracy, content, segmentation and testing to ensure that any direct mail campaigns are highly targeted, and therefore effective. The holy grail for all brands and marketers.”
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