Traditional Marketing Methods Regain Popularity, Says Stannp
As email inboxes become inundated with spam, Stannp.com, a direct mail supplier, reports a resurgence in traditional communication methods.
Various businesses, including healthy food delivery firms, fashion retailers, estate agencies, and utilities companies, are turning to direct mail to entice customers back online to complete their purchases. This revival includes sending letters and postcards with QR codes for convenient digital access.
Some retailers are even sending physical letters reminding customers of items left in their online shopping carts, accompanied by images of the abandoned products.
According to Statista data from 2023, Britons receive a staggering 6.9 billion spam emails daily.
Sam Heaton, CEO at Stannp.com, commented, “The number of people opening marketing emails has gone off a cliff – essentially we have reached spam overload, so firms are reverting to more traditional methods again.
He added, “We have so many options to communicate now. Our devices are constantly pinging with notifications from email, SMS, WhatsApp, Messenger, and social media channels, and an increasing number of people actively try to ‘switch off’ from digital communications, with the rise of ad blockers and spam filters.”
Heaton noted that around 45% of emails are now classified as spam, and consumers are becoming more discerning about which emails they remain subscribed to. He explained, “It’s almost too much effort to be constantly deleting emails, let alone reading and then taking action.”
Stannp.com provides business-to-business direct mail services, assisting over 40,000 customers in increasing revenue, retaining and updating customer information, and soliciting reviews.
Heaton pointed out, “Junk mail is now email with Gen Z. They rarely get a real letter sent to them and they react differently to older generations who remember a world before email.”
He noted that advertising mail has grown by 42% in the last five years, with the average advertising mail being kept in households for 17 days. In contrast, 57% of email addresses are being abandoned due to the inundation of junk email.
Established in June 2014, Stannp.com offers a SaaS solution for direct mail, providing companies with a fully digital, integrated approach to their direct mail requirements.
The company promotes the use of QR codes in their letters, serving multiple functions. Besides directing recipients to specific webpages, QR codes enable tracking, allowing businesses to monitor how many recipients have scanned the code and gather valuable campaign insights.
Sam Heaton concluded, “Whilst it might be harder to track the ‘open’ rate of direct mail, the Stannp.com platform allows you track the mail you send from production, through the postal system and shows when it has been delivered to the recipient. On average, Stannp.com can see our customers experience an average QR Code scan rate of over 15 per cent. We find that the call-to-action on the QR code is as impactful as the subject line on an email.”
For more information about Stannp.com, visit https://www.stannp.com.