Direct Mail's History...
We have seen the world of direct mail change and grow over the past few years, and thankfully we have been able to shape ourselves with it.
It’s a fascinating story of evolution and success, and a Direct Mailing service still continues to bring rewards to businesses around the UK and the rest of the World.
Direct Mail works hand in hand with other forms of marketing but still manages to stand out from the crowd with innovative printed ideas that are mailed at a very affordable price for most businesses.
Direct Mail's Past
An example of Direct Mail can be seen in the British Museum and this known piece of marketing dates back to 1000 B.C. whereby an Egyptian landowner was looking for the return of a runaway slave, and wrote down details of a reward he was offering in return for their safe passage back to him on a piece of papyrus.
Of course the invention of the printing machine back in 1440 really boosted things with printed pamphlets being the order of the day for William Caxton.
As technology improved and the machinery got much quicker, and could cope with larger print runs, then catalogues started to be produced in the 18th Century.
In 1882, Aaron Montgomery Ward created his one page catalogue mail order business. Soon after, other people realised the benefits of sending pamphlets, leaflets, catalogues and flyers to others in the mail and the direct mail service was born.
Direct Mail's Present
Whilst the basics of direct mail haven’t changed. Some of the approaches and methods have. It has become a sophisticated way to speak to your customers, personalising with purchase behaviour or location.
Digital printing has been a huge step forward in direct mail, allowing for custom artwork and higher quality graphics to be used in the literature. Drawing attention to the message and making sure that you stand out from any other mailings that have landed on their doormat. Another change in direct mail is how it can now be tracked and tested, looking at the response that each campaign gains and being able to tweak as it is needed.
All of these things has meant that direct mail is still one of the most effective methods of marketing around.
Direct Mail's Future
As experts in direct mail, we like to think that we know maybe where it will head in the coming years. One thing is for sure, direct mail is going to stick around, no matter what happens in the rest of the world of marketing.
Chances are that direct mail will evolve and grow. There will be a much more dynamic way to communicate with your customers and it will be powerful and effective.
Personalisation is going to grow too, as it seems that the customer always reacts well to the personal touch. This will also lead to more data being gathered and used, making sure that all campaigns are specifically targeted and can be used to maximum effect.