The Cookie Crumbles: Can Expertly Designed Mail Fill the Marketing Gap as Third-Party Cookies Disappear?

For decades, third-party cookies have been the driving force behind digital marketing, giving brands the power to track, target, and connect with consumers online. But as privacy regulations tighten and third-party cookies phase out, marketers are faced with a challenge: how do you stay visible and reach new customers in a world where personalised digital advertising is getting harder?

Here’s where creatively designed direct mail steps in—and shines. With 93% of consumers engaging with mail and 29% of mail playing a direct part in driving commercial actions, could this be the answer to filling the marketing gap that cookies will leave?

What Are Cookies and Why Are They Fading Away?

Cookies track online activity to deliver personalised experiences. While first-party cookies (used by the website you visit) are still around, third-party cookies (used by external advertisers to track you across the web) are being phased out due to growing concerns about data privacy. With Google set to block third-party cookies on Chrome in 2024, the way brands advertise will never be the same. Marketers need to go back to the drawing board and consider alternative methods to reach new consumers effectively.

Is This Bad News for Digital Marketers?

For those relying on third-party cookies, yes.

With 75% of platforms using these cookies for advertising, losing them means companies will need to lean more heavily on first-party data to advertise. But first-party cookies only reach customers who are already familiar with your brand. The challenge is figuring out how to attract new customers.

Why Direct Mail Could Be the Game-Changer You Need

This is where creatively direct mail can swoop in and transform your marketing strategy. As third-party cookies fade, physical mail offers an opportunity to get noticed in a way that’s tangible, personal, and impossible to ignore. Unlike digital ads or emails that are more often than not swiped away, direct mail lands right in the hands of your target audience.

How Can It Help With Acquiring New Customers?

Without third-party data, finding new customers becomes even harder. But with Partially Addressed Mail (PAM), you can still reach a new target audience, without relying on third-party cookies. PAM uses demographic and geographic data to deliver mail to households that match your ideal customer profile, all without needing their personal data. It’s an effective, GDPR-compliant way to get your message in front of the right people.

  • JIC Mail data shows that 93% of consumers engage with partially addressed mail, and revisit it around 3.8 times on average.
  • 29% of partially addressed mail plays a direct part in driving commercial actions.

Expert creative design will only add value to your mailing efforts. Crafting mail campaigns that stand out will make your mail irresistible when landing on the doorstep of your target audience, meaning higher engagement rates and increased ROI.

Retaining Customers

While first-party data can help with retaining your online customers, let’s face it—your emails are competing for attention in a flooded inbox. Direct mail, on the other hand, cuts through the noise. A beautifully designed mailer doesn’t just deliver your message, it creates a tactile experience that lingers on the kitchen table, fridge, or office desk of your existing clients, while building trust and brand recognition. Direct mail has staying power, and with the right creative touch, it’s a powerful tool for keeping customers engaged.

As the digital landscape shifts, now’s the time to rethink how you connect with your audience. With years of experience crafting mail campaigns that work, we’re here to help you create a direct mail campaign that will get noticed—whether you’re looking to acquire new customers or retain your most loyal ones. With striking visuals, compelling copy, and a personal touch, direct mail can drive action and deliver results in ways digital channels simply can’t.

Get in touch with our expert team today – let’s grow your loyal client base together.