You may think digital marketing strategies – and Google – dominate the advertising scene, but direct mail and handwritten letters have recently been biting back with a surprisingly successful vengeance.
And, yep, at Pen Written Post we’re well aware that Google pretty much rules the entire world, but with constant shifts in its algorithms, businesses are under constant pressure to keep up with ‘what Google wants’, making it harder for companies to achieve high rankings in search results and attract customers.
So smart businesses, charities and public sector organisations are starting to look at different ways to reach their target audience.
Why are advertisers seeking alternative marketing channels?
The increased complexity of SEO can lead to lower visibility for some businesses, especially those without the resources or know-how to keep pace with every algorithm update.
As a result, many companies find that their previous digital marketing efforts, such as Google paid search ads and organic content strategies, have less return on investment than ever before. And that’s bad news.
The resurgence of direct mail and handwritten-style letters
In light of these challenges, direct mail and handwritten letters, notes and cards are making a comeback. And before you dismiss it as an ‘old-fashioned’ tactic, direct mail offers several advantages that make it an appealing complement —or even a replacement for—digital marketing efforts:
Unlike digital ads that can be easily ignored or blocked, direct mail is physical and tangible. It arrives in the recipient’s hands and feels more personal, creating a stronger emotional connection and increasing engagement.
…and talking of engagement – direct mail has an impressive open rate of 99%, unlike emails, which lag behind at just 20%.
Businesses can also use customer data to send personalised offers and messages based on demographics, purchasing behaviour, and location. This level of targeting can enhance the relevance of the message and improve response rates.
Tracking is easy too. Pen Written Post provides direct mail and handwritten post campaigns that benefit from sophisticated data analytics and unique QR codes allowing for precise targeting and intelligent analysis.
Handwritten style letters and direct mail are also practical ways to reach people who are less active online. For example, 2.3 million people aged 65 and over – or 1 in 6 in this age group – don’t use the Internet at all.** That’s a lot of potential customers you’re missing out on if older people are your target demographic!
And it’s not just direct mail on the rise…
Your customers are increasingly turning to alternative search engine options too. DuckDuckGo, a privacy-focused search engine that does not track its users, had over 1.5m app downloads in April 2024 in the UK* – and the figure is growing.
This means people are becoming much savvier about their web browsing security and the amount and quality of advertising they receive.
Even Bing, often cited as ‘Google’s poor relation,’ is gaining popularity, with growth from 7% of the market share in 2022, compared to 11% at the end of 2023, according to research from StatCounter Data.
Want to give direct mail a try?
The shift back to direct mail is not just a nostalgic nod to the past but a strategic response to the changing dynamics of digital marketing.
The challenges posed by Google’s algorithm changes have led many businesses to rediscover the benefits of traditional direct mail. At Pen Written Post, we get that you don’t want your business to fall behind – so we’re here to help you create a successful direct mail or handwritten-style letter campaign, tailored to your audience.
Can we send you a sample pack?
If you feel incorporating handwritten-style letters and direct mail into your marketing strategy is a good idea, we’d love to send you a sample pack of Pen Written Post’s cards, notes, and letters. Get in touch today!
