Following the launch of Royal Mail’s Christmas stamps this month – and with the postal operator confirming it has recruited 20,000 seasonal workers to handle the festive surge – we were reminded of the enduring power of post, and how it all began for direct mail.
At The Postal Museum in London, there lies some remarkable items: a collection of the earliest known examples of direct mail advertising. Not tucked inside the envelope, but boldly printed on the outside. These “advertising covers” marked the beginning of a new idea: that the postal system could do more than carry messages. It could carry influence.
The original DM
Victorian entrepreneurs quickly caught on. Seeds, soap, tea and tonics were among the first products promoted and despatched through the post. Market gardeners discovered they could reach households nationwide, sending seed packets with handwritten notes, asking families to “watch them grow.” These weren’t just sales attempts, they were invitations. Mail became a physical touchpoint that stirred curiosity, prompted action, and often earned pride of place on kitchen tables.
Over time, direct mail evolved from simply promoting products to creating relationships. It became a channel not just to sell, but to welcome, reward, and delight. And that legacy continues today. The latest JICMAIL data shows that engagement with mail is increasing year on year, while MarketReach’s recent trust survey confirms mail as the most trusted marketing communication in the UK.
The story of direct mail reminds us of something powerful: people don’t just receive it. They keep it, hold it, display it, and share it. It doesn’t just deliver messages. It delivers moments.
Get in touch to find out more and about how we can help you integrate the magic of mail into your marketing campaigns!
