A thriving North East business is increasing its sales – and in an electronic age the growth is coming from a surprising source.
Print & Mail Runner, which is based in Hexham, Northumberland, and specialises in managing print and direct mail marketing campaigns, says that more clients are asking for hardcopy materials for direct mailing through the post rather than by electronic means.
The company was established by experienced print and direct marketing expert Alastair Smith, who worked in the industry in increasingly senior positions for fourteen years before setting up his business.
He said: “I think that direct mail is experiencing a renaissance. If you go back a few years, people were saying that direct mail was dying off because everyone would want their communications by email. Everyone said that email would kill off ‘snail mail’.
“However, as inboxes have grown fuller and fuller, organisations are increasingly turning back to direct mail and sending newsletters and other pieces of literature to people’s homes and businesses.
“Because people receive much less mail these days, something dropping through the letterbox has a better chance of being opened and read rather than being dropped in the wastepaper basket.
“Done properly, direct mail can be a very effective marketing tool and, supported by follow-up emails as part of a flexible marketing campaign, hardcopy materials are a good way of getting a message over.”
The business, which recently underwent a significant re-brand to give it a refreshing new look, and has also become a limited company, has stepped up its own marketing.
Alastair said: “We are getting a lot of attention on Facebook and Twitter but particularly on Linked-In, where we post a lot of information that is useful to customers and potential customers.
“Clearly, the approach is working because we are getting busier and much of that work is direct mail for businesses and charities.”