In a world dominated by digital noise, it’s easy to overlook traditional channels like direct mail. But for marketers in financial services, especially those tasked with building trust and driving engagement among time-poor, high-value audiences, mail holds a quiet power.
It’s time we started using it again.
As someone who has worked across both digital and offline, I’ve seen firsthand how direct mail can bring a brand to life in a way that no screen ever could. When done well, it's not just effective, it’s memorable. And when combined thoughtfully with digital channels like email, its impact multiplies.
Let’s walk through why direct mail still matters, how it complements your email strategy, and what you may be missing if you’re not using it today.
There’s something uniquely powerful about holding a message in your hands. A well-designed, well-targeted mail piece demands attention in a way an email simply can’t.
Direct mail doesn’t get lost in a crowded inbox or buried under a pile of unopened tabs. It lands physically in your audience’s home or office. Unskippable, touchable, and immediate. And when you're asking someone to trust you with their money, that sense of physical presence can be worth more than a dozen clicks.
It’s especially valuable in financial services, where credibility and longevity matter. A thoughtfully crafted mailer signals investment, care, and permanence, qualities that align perfectly with the brand values most financial institutions want to convey.
As the marketing world leaned into digital over the past decade, many creative skills behind effective direct mail have faded. Years ago, agencies had specialists who understood how to design, write and structure mail that works, pieces that were persuasive, brand-aligned and highly targeted. Client teams know how to brief, evaluate and deploy mail with precision.
But that collective knowledge has thinned. As a result, the few direct mail campaigns we see now often lack the strategic clarity and creative impact that they once had.
Now it’s a missed opportunity when so few brands are using mail, the competition is the lowest it’s been in years. So, doing direct mail well stands out more than ever.
Let’s be clear. Email is fast, scalable and smart. It’s a proven workhorse for customer journeys, updates and short-term promotions. But email alone doesn’t always drive the outcomes we want, especially when it comes to high-value or complex customer journeys.
Consider the average inbox. It’s noisy. Most of us receive dozens, if not hundreds, of emails each day. Conversion rates reflect that. Open rates are down, engagement is inconsistent, and even strong creative can get buried.
Now compare that with a well-targeted, high-quality piece of direct mail. It arrives with far less competition, is more likely to be read, and can provoke a stronger emotional response. It feels intentional.
But the real magic? It happens when you combine the two. Email delivers immediacy and frequency. Mail delivers impact and memorability. Together, they reinforce each other, driving response rates up and building stronger brand recall.
If you’ve been away from direct mail for a while, here’s where I suggest starting:
Know your audience: Use your customer data to identify segments that are more likely to engage with mail, often older, higher-value, or more relationship-driven customers.
Think integration: Plan your campaigns with both email and mail in mind. For instance, mail an offer, follow up with email reminders, and track responses across both.
Invest in creative: Don’t treat mail as an afterthought. Work with people who understand how to craft mail that grabs attention, tells a clear story, and drives action.
Measure properly: Use offer codes, call tracking, or unique URLs to monitor performance. Direct mail is measurable; you just need to build that into your campaign from the start.
Direct mail won’t replace your digital channels, and it shouldn’t. But for financial services marketers aiming to build trust, drive response, and improve multichannel performance, it’s a smart piece of the puzzle.
What this means for you:
If you're leading marketing in a financial services brand, here's what I’d encourage you to consider:
Integrate your channels. Use digital to drive action from mail, and mail to reinforce what you say online. Cohesive messaging builds trust and improves outcomes.
Focus on the craft, it’s not all about flashy design. It’s about copy that speaks directly to your audience, formats that work, and offers that matter.
Track and tweak. Direct mail can be measured just like digital - use QR codes, personalised URLs, and clear CTAs to understand performance and refine your approach.
Direct mail isn’t old-fashioned; it’s underused.
When done well, it delivers something your audience rarely gets in the digital world: a message that feels personal, considered, and worth their attention.
In a sector where trust is currency, that kind of connection is hard to ignore.
Get in touch with Creode today to start the conversation.
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