Royal Mail marketing development manager Mike West praised the effectiveness of the campaign, which he described as "engaging", however, he added that Two Sides could have improved the campaign by making it more interactive.
"It could have been stronger in terms of its call to action," he said. "Perhaps a direct interaction with its target audience, or the opportunity to request more, to contact someone, or a follow-up for them to contact me."
West added that focusing on the positive aspects of advertising and countering the perceived environmental impact of print was important, and claimed that by printing and mailing responsibly, the industry could meet consumer needs whilst meeting its own CSR objectives.
"Marketers place high importance on targeting the correct customers in the most effective manner to boost response rates – and rightly so," he said.
"At the heart of every successful direct marketing campaign is a sound data set. When you're reaching the right customers at the right time with the right messaging, you're spending every single penny of your budget in the most efficient manner."
Each pack consists of six illustrated postcards with facts that dispel myths about the print and paper industry. The first round of the year-long campaign will come to an end in August.
Have you got any thoughts on how Two Sides could promote print? Leave your comments below.
