Over the last three years, Britain’s quantity of direct mail has fallen by 12 percent. And while you might be saying “hooray” to less junk mail, Britain’s Royal Mail is not so happy about it. The internet has changed everything. When’s the last time you wrote a letter to a friend on paper?
Well, now the Royal Mail has teamed up with a marketing company in an effort to increase business. “What can’t be sent over the internet?” they’re asking themselves. What they’re looking at is ways to reinvent snail mail that involve appealing to the senses: taste, smell, even sound. Customers would be charged more for such mailings.
This marketing effort comes at a time when direct mail and the Royal Mail are both being threatened on several fronts. One being that recipients feel there is just too much junk mail, and regulation is on the horizon. Additionally, private companies are performing a lot of bulk mail services in Britain, which takes revenue from the Royal Mail.
Read more about it in the New York Times
