Can Direct Mail be environmentally sustainable?

Direct Mail sustainability Direct mail has had had a reputation for being one of the least sustainable marketing channels. This wasn’t helped by the fact the channel has been used to reach high volumes of customers mostly for prospecting and acquisition. As a result, you can understand why a significant number of mail produced might […]

A brief history of Direct Mail Through the ages

INTRO TO DIRECT MAIL HISTORY Direct Mail has become one of the most powerful marketing channels, providing high conversion rates along with an impressive Return on Investment. However, it is crucial for it to be effectively integrated into a digital marketing strategy to deliver the best possible results. It is surprising how, in the digital […]

The importance of the outer envelope in direct mail marketing

The importance of envelope direct mail marketing. When designing a direct mail strategy, you’ll probably find yourself focusing mainly on the content of the letter as opposed to the envelope, seeing the latter simply as a ‘vessel’ to deliver your important message. Yet, although it may seem surprising, the outer envelope is just as important […]

How the Covid-19 pandemic affected Direct Mail

The pandemic has changed almost everything: businesses had to rethink and rebuild their marketing strategies to survive. The rules of engagement have changed dramatically in a very short time, and our reliance on digital transformation increased overnight as most countries went into lockdown. The challenge for businesses has become how can we stand out considering […]

How to Effectively Integrate Direct Mail into your Customer Journey

Direct mail marketing is increasingly becoming recognised by marketers as an integral component to a well-rounded marketing strategy. A recent study showed that 84% of marketers believed direct mail improves multichannel campaign performance which outlines the effectiveness. Further to this, direct mail can influence purchase intent, it is a trusted channel with 56% of people […]

Direct Mail: Dead on Arrival or Alive and Kicking?

In the digital era, direct mail may seem ‘old-school’. After all, with a multitude of choices to reach customers across online channels, why would it make sense to advertise elsewhere? Maybe the over-reliance on digital is the reason! With such a plethora of options, people’s attention span can become scattered across various social media platforms […]

Does Using Direct Mail in 2022 Make Sense?

It’s not easy determining the most effective channels when it comes to annual budget planning and working out exactly where the best utilisation of our marketing spend should go. Have you even considered direct mail spend in the marketing mix over the last few years? There is a good chance you probably haven’t. Digital is […]

How can Paperplanes Leverage your Marketing Strategy with Mail?

Can direct mail actually benefit your business? Some believe the direct mail channel has fallen behind the times when it comes to what it offers clients. Digital marketing capability allows you to target customers as well as providing access to dashboards/reporting to track performance. There are thousands of Email Service Providers out there claiming to […]

Are Gen Zs Compatible with Direct Mail Marketing?

Who am I to write about programmatic direct mail & Gen Z? I’m Mostafa Ahmed, Business Management student at Cass Business School and the newest intern for Paperplanes. I was looking for an internship during summer to get some work experience and came across Paperplanes. I was attracted by Paperplanes as it’s a vibrant start-up […]

Are you Cheating on your Customers or Sending them Love Letters?

Why customer retention is equally as important as customer acquisition (if not more so..)? It has often been said the best relationships are built on meaningful, long term commitment. There might be the casual fling here and there but successful partnerships are really founded on the idea of settling in for the long-haul. And yet […]