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Filed under: Digital | Written by Sally | November 5, 2009

October’s Royal Mail postal strike brought chaos to businesses and consumers in the UK and with more strikes planned it has forced many businesses to look at how they not only deliver their products to their customers but how they deliver their campaign messages.

It’s no secret that the popularity of direct mail and printed promotional collateral traditionally delivered by post to existing and new prospect customers has reduced in favour of digital and electronic marketing.  E-marketing is the new darling of marketing as it provides more cost effective, interactive and measurable solutions for many businesses.

During October’s postal strike has seen companies trying innovative new digital methods to reach out to their customers.  For example we have seen a rapid increase in Marketing agencies across the North West reaching out to their clients to encourage them to adopt promotional emails rather than postal direct mail during the strike and on 23rd October Marketing magazine ‘Campaign’ decided to beat the postal strike and produce a digital version of its magazine which it emailed out to readers rather than printing and sending out through the post.�

So where does this leave the future of the already declining world of direct mail?  While some now view direct mail as a refreshing change to receiving hundreds of promotional emails a week and having a greater chance of reaching the decision makers desk, it does bring into question whether the postal service can be viewed as a reliable distribution channel for businesses.   Further postal strikes could lead to a loss in confidence and we can expect to see many businesses experiment with forms of digital and e-marketing as a reliable and cost effective alternative.

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