Rory Sutherland, the Vice Chairman of Ogilvy UK, is an ardent poster on LinkedIn. He posted on January 23 that he sees Direct Mail as a platform working well. It is a notable statement because it is counterintuitive to what many agencies practice. Even the team at PrintWeek noticed, with Richard Stuart-Turner noting more than 300 comments to Sutherland's post. Stuart-Turner added, "According to JICMail data for Q3 2024, 6% of mail prompted a purchase in Q3 2024, with nearly half of those purchases transacted online. 15% of mail prompted a discussion, and 9% prompted a website visit."
The post, which you can find here, and the PrintWeek article are valuable reads because so much marketing spend has moved to mobile platforms. Sutherland notes that its effectiveness lies in its novelty. "One reason is simply that it's much rarer than it was. My own children, who are in their 20s, find receiving a piece of direct mail wildly exciting." That effectiveness leads Ogilvy to recommend direct mail to create a mail moment for the recipient that creates a different perception of the sender.
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