Embrace the letter!

There’s an interesting article in the Royal Mail’s magazine for marketers this month on how Direct Mail is often overlooked as the most straightforward form of communication. The hint is in the name – a letter from one named person to another. It shrewdly points out that if you run an advert apologising for a problem, there’s always a danger people will see it as just another form of marketing. However, a well-written letter can carry it off. Similarly, what is true for ‘sorry’ is also true for other messages – ‘thank you’, ‘welcome’, Happy Birthday’ and ‘Merry Christmas’. Everyone loves getting a letter or card from someone they care about. So when you think about it, the things that really matter are best put in the post.