For more than two centuries, letters were the primary way people could communicate over long distances. It’s only in the last few decades that cheap and easy alternatives to the post have proliferated, radically reshaping the way in which we correspond.
But postal services are here to stay. We still need packages delivered, for one thing, and the rise of e-commerce means more and more of them. However we’re also developing a greater appreciation for ‘slow communication’, a countertrend to today’s proliferation of thoughtless tweets, texts, status updates and emails, giving new significance to the act of sending and receiving physical mail.
While slow communication is growing in appeal, for the most part today’s consumers are seeking the best of both worlds: the more sensory satisfactions of the physical realm along with the ease, interactivity and anywhere-access of the digital sphere. Consumers expect a seamless experience and an array of options across the digital-to-physical spectrum. Marketers must connect the channels so consumers can hop from the digital (and its various platforms) to physical, however and whenever they want.
Businesses are embracing these trends with offers of high-end stationery, innovative direct mail campaigns and the advent of delivery lockers. Postal services are adding digital components to real-world mail, translating digital content into physical deliveries and even looking at new approaches to stamps and addresses.
The bottom line for brands?
There are tremendous opportunities to creatively leverage the power of mail.
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