Address advertising is becoming more and more popular

Last year, the volume of addressed advertising mail handled by Poczta Polska increased by 11%. With traditional mail declining by 9% annually, this is the only letter service enjoying growing customer interest.

Advertising agencies, media houses, and corporate representatives alike are noticing that the internet, considered the cheapest and most widely available marketing communication channel, is becoming overloaded with advertising content and therefore less effective. Experts believe that the merger of physical and digital channels is inevitable. The "Direct Mail" report by the Polish Marketing Association and Press magazine states that 85% of millennials pay attention to direct mail, while nearly half of this group ignores online and email advertising. Marketing practitioners also point out that using direct mail increases campaign effectiveness.

Poczta Polska has developed several types of advertising services to address the growing market trend of direct mail. Among them is the marketing mail, which is a fully addressed package. This is the most effective form of direct marketing, enabling the establishment and maintenance of close, personalized relationships with specific recipients nationwide. Another form is unaddressed mail, or leaflets, which are the cheapest form of direct advertising. Leaflets allow for broad reach of potential customers without the need to use a proprietary database. Profiled mailing, on the other hand, allows for reaching potential customers—a selected group of recipients based on specific building characteristics. The customer defines their target group based on demographic criteria (e.g., age, gender) and geographic criteria (e.g., province, city), and Poczta Polska delivers their packages based on this. Poczta Polska customers can also take advantage of product advertising, known as "sampling," which involves issuing advertising materials and product samples to customers at post offices.

For five years now, we've also been running a dedicated portal, the Direct Mail Center, where you can learn everything about our services. The portal is a treasure trove of knowledge about the direct mail channel. It features expert advice, the latest research and trends, guides, and a glossary. For inspiration when creating campaigns, you can view the most interesting case studies.

Through the Centrum Direct Mail Portal, business clients who want to reach a specific audience can use the Reach Campaign Creator, created specifically for this purpose. This tool allows them to design an entire advertising campaign using unaddressed mail without leaving their home or office. Simply select one of the available mail formats (including A5, A6, DL, and Selfmailer), then mark their desired delivery area on an interactive map of Poland. Next, they have access to hundreds of industry-specific and universal templates, which they can add text to. After selecting and accepting all campaign components, the client pays online, and Poczta Polska immediately begins its implementation – printing and distribution.

More information can be found on the Direct Mail Centre Portal: www.directmail.poczta-polska.pl .