Envelope and letter mailings have been the cornerstone of direct mail marketing for nearly thirty years. This format is popular, with almost 8 billion addressed letters delivered annually by Royal Mail. Why do envelope and letter mailings remain so effective? They build a personal connection with recipients, making them invaluable to marketers.

To highlight their effectiveness, we’ve summarised why envelope and letter mailings are still a preferred format today.

Tangible and Engaging 

Physical Presence: Envelope and letter mailings as a direct mail format are memorable because they are tangible items that recipients can hold and interact with, creating a multi-sensory experience.

Personal Touch: Including personalised messages in envelope and letter mailings helps brands forge a closer emotional connection with recipients.

Image of envelope and letter mailings to represent direct mail marketing formats

Targeted Marketing 

Customisation: Using the direct mail format of envelope and letter mailings, you can tailor your direct mail to specific customer segments by choosing from various sizes, materials, formats, colours, and finishes.

Personalisation: Adding high levels of personalisation in envelope and letter mailings will enhance engagement and improve your ROI, making it easy to create a targeted impact.

Brand Reinforcement and Trust Building 

Brand Identity: Envelope and letter mailings present an opportunity to showcase your brand’s quality and values. Their tangible nature reinforces brand recognition and loyalty.

Credibility: Envelope and letter mailings offer materials that enhance brand credibility. You can select from high-quality, sustainable options that align with your brand values.

Increased Engagement 

Attention Span: In the UK, envelope and letter mailings stay in the home for over seven days on average, with 4.4 interactions per household. Remarkably, 42% of direct mail is still present in homes 28 days after delivery (source – https://www.jicmail.org.uk/).  We can’t think of any other channels that have that level of interaction and attention. 

Direct Path to Purchase 

Call to Action: Envelope and letter mailings provide ample space for clear calls to action (CTAs). Including special offers, discounts, or QR codes encourages customers to engage quickly.

Sustainability 

Eco-Friendly: Envelope and letter mailings are produced with sustainable practices. Managed European forests have provided paper since 1993, and forest growth has expanded by over 1,500 football pitches per day (source: Two Sides).

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Complementary to Digital Marketing 

Integrated Campaigns: Envelope and letter mailings work best when part of an integrated approach, supporting digital marketing channels and creating a powerful halo effect.

Data Insights: Envelope and letter mailings enable valuable data insights, uncovering customer behaviour patterns that can enhance targeting across other channels.

 

Test and Measure, and Analyse 

Measurable Results: Envelope and letter mailings offer measurable insights into campaign performance, including response rates and average order values. Testing formats and designs can drive continuous improvement.

Summary

Envelope and letter mailings are tangible, highly targeted, and sustainable. They complement digital marketing efforts and can produce a healthy ROI. Their personal touch and ability to engage multiple senses make them a timeless and effective marketing tool that stays in the home of your customers. 

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