Sensory Mail. I feel you dog.

In a recent article about the convergence of agency disciplines, published in Marketing by Marketing magazine's Richard Abbot, he states,

"Direct marketing continues to be dogged by the 'junk mail' tag, but is nonetheless enjoying tremendous growth as a discipline - so much so that its practitioners are starting to challenge for traditional advertising work. Squeezed marketing budgets, coupled with the unstoppable rise of digital media, has put direct and sales promotion agencies in pole position to reap the benefits. The agency boundaries have never been so blurred."

While I agree with much of Richard's thinking on convergence, I take issue with his reference to 'junk mail'. This view of the customer's take on direct mail is outdated. As he states, mail is enjoying tremendous growth, despite the obvious attentions of the internet, because mail can do somethings digital can't: it can work the senses in a way that makes people take notice. While the internet covers the senses of sight and sound, mail also works the senses of touch, smell and taste. Research from the Royal Mail Info Bank, reveals that mail that stimulates multiple senses can increase awareness, interaction and response rates dramatically.

In support of this new understanding of the use of direct mail, the Royal Mail, in conjunction with the IDM sponsors a range of courses for agency account teams and planners in Sensational Marketing (delivered by Jane Cave and Mike O'Brien from, you guessed it, Jam Partnership). Ask your Royal Mail rep for further information, call 0870 240 0849. Or you can email royalmailmarketing@clientmail.eu.com.