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Letters get more than a fleeting glimpse, says MIB
Date: 14 September 2011
Old school marketing with tried and trusted techniques, such as sending introductory letters by post, is making a comeback.
According to MIB Data Solutions, which supplies information about UK fleets to manufacturers, customers are often more likely to take notice of traditional approaches to marketing.
Nick Boddington, MIB boss, said: "Over the last few years companies marketing to fleets have switched in large numbers to email. They do this because email is cheap and fast, which are advantages that should not be underestimated. However, email is also easy to ignore and delete without reading."
Boddington said the addressee of a letter received by post would be more likely to take a look at the contents first, even if it did eventually end up in the bin.
"Postal mailshots are more expensive and time consuming but you do get results," Boddington said. He added that there had been a marked increase in companies requesting postal databases as well as email addresses in 2011 and said businesses were investing more time and resources in producing creatibe marketing material to be sent by post.
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