Stannp.com, a direct mail supplier, reports a resurgence in traditional methods of communication as email inboxes become inundated with spam.
Amid the email marketing saturation, businesses in various sectors, including healthy food delivery and fashion, are turning to direct mail to entice customers back to their online platforms and complete their purchases. Estate agencies and utilities are also adopting this approach, incorporating QR codes on letters and postcards to facilitate easy digital access.
In a bid to re-engage customers, some retailers are now sending physical letters reminding them of items left in their digital shopping baskets, even including images of these ‘abandoned’ items.
Recent data from Statista reveals that as of 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 pointed out, “Around 45 per cent of emails are now considered spam and consumers are becoming more selective over which emails they stay subscribed to. It’s almost too much effort to be constantly deleting emails, let alone reading and then taking action.”
Stannp.com offers business-to-business direct mail services, assisting over 40,000 customers in boosting revenue, retaining customers, providing updates, and encouraging reviews.
Heaton noted, “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.”
““Advertising mail has grown by 42 per cent in the last five years and on average advertising mail is kept in a household for 17 days. Conversely, 57 per cent of email addresses are being abandoned as there is simply too much junk email. People are creating email addresses solely for marketing emails and never have any intention to even login to these accounts.”
Founded in June 2014, Stannp.com was established to offer a Software as a Service SaaS solution for direct mail, providing businesses with a fully digital, integrated approach to their direct mail needs.
The company advocates the use of QR codes on their letters, which serve multiple functions. In addition to directing recipients to specific webpages, QR codes enable tracking capabilities that generate insightful reports on direct mail campaigns by monitoring the number of recipients who scan the codes.
Sam continued, “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, please visit their website at https://www.stannp.com.
