This is a guest contribution by Lisa Duckworth, Commercial Director of Isle of Man Post Office.  If you would like to submit a contribution please contact Bill Beatty for submission details. Thank you.

Direct Mail is not dead. Let’s get that one out of the way to begin with. It may have been forced to adapt and evolve, it may even have been deposed from the top of the marketing pile, but it’s very much alive and kicking in our modern, digital world. In fact, as email marketing hits saturation levels, Direct Mail is experiencing something of a resurgence.

In the world of betting and gaming, Direct Mail has a valuable role to play both as a standalone marketing channel or as an integral part of the wider marketing mix. In a crowded and competitive market, it gives brands the opportunity to stand out from the crowd and create a point of difference from their rivals, with personalisation and tactile presence that a promotional email can never hope to match.

Still not convinced. Well you don’t have to take my word for it. Research for the US-based Global Marketing Alliance has shown that 48% of people look positively on Direct Mail, while 44% prefer it to all other forms of marketing.  In the UK, the positive perception of Direct Mail rises to 55% and there is an average response rate of 7%, compared to 3% for email marketing.