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DIRECT MARKETING: You’ve got mail

New technologies mean renewed possibilities in print. B2B marketers who don’t seize these opportunities are missing a trick, says Lucy Fisher. 

The marketing mail market is estimated to be worth around £16 billion. That fact is in itself a fairly unequivocal indicator of the power of print. And, ironically, it is in large part because of the rush to digital and the resulting inbox overload that direct mail is now enjoying something of an – albeit anecdotal – resurgence in popularity.

Royal Mail claims that return on investment for mail campaigns has increased in recent years to more than £3 for every £1 spent. It set up MarketReach last year, a pseudo-marketing agency, to provide ‘the expertise and skills needed to add a real element to marketing campaigns that are becoming increasingly digital.’