A moment, not a message: the enduring power of direct mail

Direct mail experts Lucy Swanston and Gemma Mitchell of the Strategic Mailing Partnership explore how direct mail continues to earn attention and drive action in an increasingly digital world.

In an age of digital fatigue and inbox overload, direct mail remains one of the few channels that can genuinely cut through. There’s an appreciation to receiving something physical – a birthday card over an e-card, a beautiful catalogue over a forgettable email. That moment of physical connection creates emotional engagement that digital channels often fail to replicate.

For Lucy Swanston, Managing Director of Nutshell Creative and chair of the Strategic Mailing Partnership (SMP), and SMP board member Gemma Mitchell, Managing Director of Paragon Dagenham, the mission is clear: to make the marketing world aware of the enduring relevance and effectiveness of direct mail.

“Over the past decade, we’ve seen a shift toward hyper-digital marketing,” says Gemma. “That’s meant many marketers, especially newer graduates, simply haven’t been taught how to use mail as part of the mix. But when used well, direct mail is incredibly powerful.”

JICMAIL data proves the point: a typical piece of mail is interacted with 4.2 times; stays in the home for over a week; and commands 108 seconds of attention on average – far more than most digital ads. It’s not just a message, Lucy and Gemma say, it’s a moment.

Much of direct mail’s power comes from its ability to feel personal, when done properly. The SMP has invested heavily in educational initiatives that are free for all to use, including a suite of training modules and the Creative Futures Award in partnership with Canon and The Drum, to upskill marketers and agencies in this craft.

“It all starts with data,” explains Gemma. “If a brand knows I drive a Volvo, I live in a rural postcode, and I prefer outdoor holidays, why send me a generic image of a Range Rover on a city street? Personalisation isn’t about slapping a name across a leaflet, it’s about relevance.”

Lucy shares how this worked in a campaign for travel clothing brand Rohan. “We tailored the messaging by region. So, in the East Midlands, we compared local adventure with East Asia; in Scotland, we drew parallels with Scandinavia. It was subtle, creative and effective. That’s what real personalisation looks like.”

Importantly, it feels less intrusive than digital targeting. “There’s something about the…