Rediscovering the power of print.

I’m still enjoying my new coffee table reading.

Most of the print shoved through my letter box isn’t very exciting; “We’ve cleaned your bins”, “We’ve sold a house in your street”, “Have you tried a Donnie O’s Pizza?” But last week came something amazing and highlights why print and Direct Mail should still be on every marketer’s channel list.

the LEGO Group's Summer 2025 Catalogue is a genuine page turner. It reminds me of the weeks leading up to childhood birthdays, copying the product codes from the Argos catalogue onto my wish list. Having a physical book to keep picking up for a browse is so much better than doing the same online. Don’t get me wrong, the digital experience is great and offers a simple journey to purchase with interactive content that’s always-on waiting for me to arrive, but this 56-page catalogue is so insistent. It’s been pushed to me and sits there asking me to check out a few more products I might have missed. I oblige. I’m so close to spending money on something I didn’t know I wanted, and so’s my youngest son: “Look Dad, the Durrr Burger Restaurant has Beef Boss, Grimey and Skeleton!”, “Cool!” I say – I don’t know what he’s talking about, but I understand his enthusiasm when I notice the Rebel U-Wing Starfighter comes with a K-2SO mini figure. Free delivery on orders over £50? Easy.

Obviously, I’m a Lego fan, but I’m a fan of lots of other brands who don’t set aside budget to send me something so compelling. DM seems to be a forgotten channel; We Are Acuity are used to designing print material destined for actual mailboxes. If the recipient is a fan like me, they’re highly likely to be kept around the house for a while and not left to stack up your inbox for the daily ‘command+select, delete’ along with other unopened emails.

So maybe it’s time to zig again? Ask us to work on your DM campaign and let everyone else zag with their digital-only shortsightedness.

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