Direct Mail: Email is fast but letter is better

This article looks into the continuing power of physical post over digital communications in direct mail.

Direct Mail: Email is fast but letter is better

Crawford HollingworthThe Behavioural Architects

With the UK's Royal Mail now making profits for the first time in many years and about to be privatised, it's a good time to think about what it is about a letter that excites us. 'Snail mail' - whether in the form of a personal or business letter - is still widely considered to be more powerful than digital communications and well worth the investment.

The power of 'snail mail' is clearly reflected in comparisons between the response rates of hard copy direct mail versus...

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