Digital mail converting to physical mail

A study by email marketing consultants Return Path found that deliverability rates fell to 83% in the second-half of 2011. Mail delivered to a user’s SPAM folder increased to 7%, while missing or blocked email reached 10% of all mail sent.
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April 13, 2012 - PRLog -- Over the years with recent technological advances and email being the main form of business communication it was no wonder email marketing was all the rage. A recent article focusing on the decline in impact for email marketing showed that 20% of all emails being sent are never received, while one in ten went missing. The article stated that too many companies were sending too many emails.  So what is the solution?

Email marketing was seen as quick, easy and convenient for businesses to get their message across as and when it suited them. Any other form of marketing tended to involve too much time, money and effort especially when it comes to smaller ad hoc campaigns. Many businesses and marketers alike are now reverting back to traditional methods of marketing and using direct mail as a form of communication.

Direct mail over the years has undergone a modern technological makeover. Gone are the days of commissioning a designer, printers, stuffing envelopes and post office queues. More and more companies are turning their attention to hybrid mail.

Hybrid mail is a unique mail fulfilment method that allows a user to send mail online rather than using a traditional mailing service or mailing house. Andy Barber, general manager of UK Mail’s hybrid mailing service, imail, commented ‘direct mail has become more flexible and stealthy as opposed to large scale mailings of the past, some of the latest technology in areas like hybrid mail make mailings far more targetable on a granular level than in the past. Some of our clients have seen a 12% increase in sales, this strengthens the case that hybrid mail has more impact than email marketing’

For small businesses social media can be seen as too time consuming as a sales tool due to the insatiable demand for content and many small businesses would be better off investing their time into direct mail. Andy added ‘for smaller businesses such as salons for example direct mail is a great form of communication with clients by triggering mailers for clients on  their birthdays, if they haven’t been for a while, promotions, the list is endless.
With pre designed templates, postage paid for and data cleansing services available hybrid mail has made it easy for businesses to get their message across to their target audience’.

Hybrid mail is fast becoming a force to be reckoned with. Cost effective and efficient; make it a likely strategy to be written into many companies’ marketing plans across the board.


Notes to Editor:

The UK Mail Group is the largest independent parcels, mail and logistics services company within the UK, offering quality, yet affordable, delivery solutions both locally and worldwide. With a national network of 53 sites and 3,000 drivers, it is accountable of over 17 per cent of all addressed mail within the UK, making it the busiest alternative to Royal Mail.

imail was launched in 2008 by UK Mail as the only alternative to the first class postal service and enables users to send letters and postcards with just a click of the mouse from as late as 3pm for next-day or 6pm for two-day delivery. The mail documents are sent electronically to the UK Mail sort centre closest to the destination where they are printed, enveloped and sorted for onward delivery.

imail is ideal for all sizes of business from SMEs to corporate companies, offering a dynamic desktop to delivery service at a keystroke that provides a range of cost, time and environmental benefits.

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Contact Details:

For further information please contact: Fahmeda Ahmed, Marketing Assistant, UK Mail, 0121 335 1190 or
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Tags:Marketing, Email, Direct Mail, Hybrid Mail, Digital Mail
Industry:Marketing, Technology, Business
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