On my commute to work this morning, I was reading the Metro and came across an interesting article about the proposed Royal Mail strikes. Advice from DirectGov is telling people to abandon postal services if the strikes go ahead. “If possible, email or telephone rather than using the post,” it tells consumers. In more recent news, the ISBA, the body representing UK advertisers, warns postal workers that strikes will drive marketers from direct mail to email. This really got me thinking. Do we really need to rely on the Royal Mail as much as we do? Perhaps companies should take this as an opportunity to embrace online business communications instead, and more specifically email marketing.
Email marketing is a much cheaper alternative to direct mail and there is no need to rely on the Royal Mail to deliver your message, making it a fast and reliable communication channel! Using email means you can tailor your message to specific individuals and plan future emails based on real-time customer responses.
A large financial client of eCircle’s has reduced operating cost dramatically by switching from sending paper statements to secure statements delivered via email.
By no means am I suggesting that email can replace Royal Mail, particularly with regards to the delivery of goods but it can help us communicate with customers in a cost-effective, fast and efficient way particularly during the strikes.
Our email client Argos offers a ‘reserve online and collect in-store’ service which seems to be an ideal way of alleviating delivery concerns by providing an alternative of collecting items in store.
What do you think? Will the strike encourage direct mail users to reduce mail volumes in favour of email marketing? I’d like to know your thoughts.