Digital media has had a major impact on both consumer behaviour and marketing communications. As digital usage has grown, the core strengths of mail have not only endured but increased. Consumers are clear that postal mail and email have different qualities which make each suited to different things. 
Because consumers move seamlessly between the physical and online worlds, postal mail actually generates a great deal of online activity. Both postal and email are able to drive consumer action. Using mail and email together in a planned way builds on the strengths of each. This gives you the greatest chance of maximising the effectiveness of your direct communications. 
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