Mark Ritson Totally Mailed it
In marketing, there is the hardest argument in the world, and then there is the easiest one.
The hardest is trying to claim that any specific medium or channel is superior to all or any of the others on offer. Everyone tries to make this claim with oodles of data and a bit of econometric ‘bullshit’ sprinkled here and there. But the reality of all media is that it depends. It depends on budget, on target audience, and on objectives. And even if it did not, the quiet but reassuring truth about media is that diversity really does always win. Adding different channels into an integrated campaign always beats betting the house on a single approach. So there is no ‘best’ approach.
When mail is targeted and useful it remains one of the great communication forms.
The easiest argument in marketing is therefore asking clients to consider different channels in their mix as they plot their tactical campaign. Note that this is consideration not investment. Who knows if each channel is worthy of some of the budget? But if you don’t consider a channel you are not doing your job. On that basis, and the fact that diversity is the way to win – you should always be able to convince any marketer to consider anything.
But, of course, that is not the case. Too often marketers come to the table with their mind already made up about which tactics they want to employ and which will not get a look in. More often than not, it is direct mail that loses out these days. Despite that it can offer unique, multi-sensory creativity, it has none of the digital shininess of TikTok or Instagram. It lacks the theatre of TV. And it has none of the big-box impact of outdoor.
Which is a shame because when mail is done well – done as Lester Wunderman, who created the first loyalty and reward schemes, once envisaged it – it remains one of the great connections between companies and customers. It can be rubbish and wasteful, of course. But when it is welcomed, targeted and useful – it is physically engaging and represents one of the great communication forms.
During the pandemic, with quite literally everything on the line, the PM decided to write a letter to each and every British household. With unlimited funds and an arsenal of potential channels at his disposal, the PM opted for the simplest bit of direct mail possible – a letter – to ensure his all-important message struck home. This is not evidence that mail is superior to other forms of communication. That would be an impossible argument. But it is proof that most marketers should consider direct mail, and this should be an easy argument to make.
