Session Details
AI allows brands to produce messaging at speed and at scale. Feeds are full of competent, low-cost, highly optimised content. But as volume increases, distinctiveness declines. Efficiency and personalisation, once powerful differentiators, are now expected. Brands can no longer compete on output alone – they must compete on meaning. This has important implications for channel strategy, particularly for mail.
Unlike digital impressions, mail is physical and tactile. It requires effort to design, produce and deliver. That effort signals care. JICMAIL’s Super Touchpoint Study supports this showing mail as one of the strongest connection points between brands and customers, delivering higher levels of engagement, dwell time and shared household interaction than digital channels.
The opportunity for brands is clear. Use AI to drive efficiency and scale. But invest in thoughtful, emotionally intelligent touchpoints to build real connection. Mail can do just that. Learn more about this at The Print Show 2026…
Speakers
Rob Flannery
Sales & Marketing ManagerNutshell CreativePassionate about creative, he values its power to overcome commercial challenges and drive change. His recent enthusiasm for print marketing stems from Nutshell Creative's expertise and the proven success of his clients' direct mail campaigns.