From ancient messengers to modern-day marketing, the story of international mail is an epic saga that continues to shape our interconnected world. In this blog post, we will delve into the fascinating origins, pivotal moments, and enduring importance of international mail for marketing from the UK.
The Ancient Origins of International Mail
In the ancient world, communication across borders was an intriguing—and often labour-intensive—challenge. As far back as 2000 BC, Egyptian messengers raced on foot along the banks of the Nile to deliver important political documents to caravans and armies along the path. China quickly followed, creating the first postal relay system in 1000 BC. Among these early systems, the Roman cursus publicus was one of the most sophisticated, which, although slow, ensured the security of documents and information relayed. Unfortunately, all these ancient postal services had one drawback in common—long delivery times (sometimes as long as several months!)
The First Organised Postal Systems
Driven by the need for interconnected systems to support global commerce, the world’s top political powers started to acknowledge the importance of investing in more efficient means of communication. It wasn’t until the late 1200s that the first organised postal service was established in Persia. With Persia’s advent of monthly steamship trips to global hubs such as India, England, and Russia, couriers were finally given a break, and international mail systems began to evolve. As a result, the public gained access to these new systems, given the opportunity to send written correspondences for a fee. Seeing the large demand for such communication services among the working classes, governments in various European countries made efforts to monopolize the postal system.
The Industrial Revolution and the Expansion of International Mail into the Public Sphere
The Industrial Revolution ushered in a transformative era for international mail, driven by transportation and political reform advancements. While railways emerged as game-changers, enabling faster and more efficient mail delivery across vast distances, governments continued to hold a tight grasp over the public postal service. Luckily, British tax reformer Roland Hill argued that postal fees did not reflect the actual cost of transporting communications. As his reforms gained traction, countries all around the world started adjusting their postal costs, enabling the advent of transportation technology to revolutionise international communication like never before.
The Establishment of the Universal Postal Union & Airmail
Around the same time, the establishment of the Universal Postal Union in 1874 standardised international postal services. This milestone ensured consistent rules and regulations for the exchange of mail across borders, promoting efficiency and cooperation among nations. Shortly after, the early 1900s innovation of airmail emerged as a ground-breaking development, allowing for faster and more direct delivery of international mail, transcending geographical barriers, giving wings to the emerging global market.
The Transition from Airmail to Digital Mail (& its Impact on Marketing)
With the rise of digital communication in the 1990s, the sales and advertising world began seeing a drastic shift in marketing strategies up until the following decade. Fast forward to today, international mail systems have adapted and embraced technology, offering enhanced services such as track-and-trace capabilities and improved logistics. While digital marketing offers speed and cost-effectiveness, international mail continues to provide a tangible and memorable brand experience that engages multiple senses and builds trust—not to mention evoking the nostalgia of our centuries-old romance with the postal service!
Marketing in 2023: Embrace Digital & Physical
When it comes to marketing, it is never this or that. It’s both. That is why international mail systems have remained relevant by incorporating technology while capitalizing on the distinct advantages that physical mail provides for effective marketing campaigns.
In a saturated digital landscape, physical mail stands out as a unique and thoughtful way to connect with a global audience, offering customization options and authenticity. So, the next time you are mailing internationally, remember your local mailing companies in the UK, like bakergoodchild, who will save you time and money.
