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This guest blog post exploring the power and effectiveness of mail for charities has been written by Ryan Higginson, Vice President & UK/ROI Country Leader, Sending Technology Solutions, Pitney Bowes.

As a marketer it seems obvious to always see the importance of customer value, right? Well now customers want businesses to prove their value even more.

As the pandemic continues to redefine our lives, one generation are emerging stronger, transformed and ready to brave the new world. Enter Gen Z, the powerful consumer segment who demand a lot from brands and what they stand for. This blog identifies different strategies to capture their attention. And goes beyond pure digital engagement for these digital natives.

I’d hoped that I would be writing this from an office. Sadly not. Another lockdown presents itself with all its associated challenges. I’m glad my children are old enough to not be remote-learning; I’m not sure my long-division skills are up to it! Of course, the pandemic, and lockdowns in particular, have a huge impact for marketers. Media options are changed with, most noticeably, cinemas closed, and people going about their days in a fundamentally altered way.

"He who lives by the crystal ball soon learns to eat ground glass" – wise words from the late American economist Edgar R. Fiedler. Forecasting about the future is a perilous game and business success depends much more on the ability to adapt and respond to changing circumstances.

It’s been widely acknowledged that the pandemic has amplified many existing consumer behaviours and this is certainly true of the way people have responded to mail. Physical mail’s ability to engage people and drive behaviour has increased noticeably and marketers and agencies have taken note.  

Why physical mail can add more punch to your media plan

Henry Ford once said that “stopping advertising to save money is like stopping your watch to save time”. As we adapt to a new landscape with a challenging economic backdrop, many brands accept the truth in these words and despite the apparent uncertainty, are still investing in marketing and advertising.