The Physically Irresitible report by Royal Mail Market Reach is a great example of an inspiration e-book on the mail medium as a whole – it’s packed with case studies, expert advice and research results, all designed in a very modern style which reads more like a fancy magazine than a marketing material for mail advertising.


In the report, Patrick Barwise, Emeritus Professor of Management & Marketing at London Business School talks about the accountability of marketers “Direct mail can seem more costly than digital communications but it will often be more profitable over the long term - and without any of the reputational and other risks associated with some digital media. As always, consider the value of the investment and the risks, not just the cost.”


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