Direct mail and its place in the media landscape

The lesson begins by outlining a brief history of direct mail and how it has developed, drawing on some of the key findings from Royal Mail MarketReach’s The Private Life of Mail research. It also highlights the importance of the customer journey and how this can be optimised using direct mail in both business-to-business and business-to-consumer marketing. Learning objectives After working through this module you should: Understand the development of direct mail and its place in the history of marketing Identify the features that contribute to making direct mail uniquely powerful Understand the strengths of direct mail and the role it plays at different points in the customer journey