Direct Mail Continues to Deliver

By |2024-03-05T08:06:41+00:00March 5th, 2024|

The latest data from JICMail reinforces our recent article about the resurgence of print (which you can read here: https://www.thesoftwarebureau.com/print-the-comeback-kid/) The research shows that direct mail is not only holding its ground, but is playing a pivotal role in driving significant commercial returns for businesses. The Power of Mail in Numbers The Q4 2023 data reveals that 6.5% of direct mail prompted a purchase, marking a notable increase from 4.8% in the same quarter the previous year. This surge underscores the evolving consumer behaviours, particularly the increasing regard for direct mail as a communication channel and the shift towards e-commerce, with 3.3% of mail driving online purchases directly. The digital footprint of mail extends further, with 8.4% of recipients visiting [...]

Direct mail effectiveness soars!

By |2023-10-03T09:17:46+00:00October 3rd, 2023|

In the ever-evolving landscape of marketing channels, email and social media often hog the spotlight. However, the continued resurgence of mail is also hitting the headlines.  In Q2 2023, the effectiveness of the mail channel reached its highest point in a year and a half, with an impressive 31 percent of mail driving positive commercial outcomes for brands. Mail's Remarkable Resurgence One of the most striking findings of Q2 2023 is that mail's effectiveness as a commercial marketing channel saw a year-on-year growth of nine percent. This growth propelled the proportion of mail items prompting actions among consumers to its highest level. This surge in effectiveness reaffirms that mail is far from obsolete in the digital age. A Comprehensive Customer [...]

Attention please! DM proven to be a high attention channel

By |2023-08-29T15:09:56+00:00August 29th, 2023|

A year-long, in-depth study conducted by JICMAIL has revealed that on average, a direct mail piece holds consumer attention for 108 seconds. Similarly, partially addressed mail commands attention for 64 seconds, while door drops maintain engagement for 46 seconds. This definitively positions mail as a high-attention channel. This is particularly true when amalgamating these new metrics with existing research that underscores mail as the most trusted form of communication, a compelling case emerges for integrating mail into the marketing mix. In addition, JICMAIL has collaborated with PwC to convert these attention-based metrics into an average cost per minute, specifically targeting various audience segments. This enables marketers to make direct, comparative evaluations between mail and alternative media formats. The study reveals [...]

The Renaissance of Direct Mail Gathers Apace

By |2023-07-04T18:12:32+00:00July 4th, 2023|

As you may have read in Decision Marketing recently, I was quoted as saying that direct mail was experiencing something of a renaissance; and that this in part was a result of more responsible targeting due to GDPR (which turned 5 at the back end of last month). You can read the article here: https://www.decisionmarketing.co.uk/news/gdpr-five-years-on-the-death-knell-for-lazy-marketing In case there were any doubters, my assertions have been justified by the latest set of JICMAIL results: mail effectiveness is soaring. Direct mail engagement and effectiveness reached their highest level in a year, with the Q1 2023 results showing that despite another challenging quarter for consumers, a greater proportion of mail was engaged with than at any point in the previous year, and a [...]

Direct mail now more measurable than email!

By |2023-04-17T15:24:44+00:00April 17th, 2023|

Direct mail is now as measurable (if not more so, according to JICMAIL) than digital campaigns. For the first time JICMAIL has assessed how responsive UK householders are to direct mail incorporating key metrics such as response rates for acquisition and retention-based mail marketing campaigns, ROI, CPA and AOV. These are available for the retail, finance and insurance, medical and charity sectors. The study found that organisations using direct mail can expect benchmark response rates of almost 11 per cent for warm direct mail, which is defined as mail received by people who are known to be customers. Whilst a response rate of one per cent is received for cold mail, which is considered to be mail sent to people [...]

Direct mail effectiveness soars

By |2023-03-23T10:05:54+00:00March 23rd, 2023|

Direct Mail experienced something of a renaissance during the Covid years – lockdown prompted a wide scale love affair with the letterbox. People enjoyed receiving mail, it provided a welcome break from the mundanity of being at home ALL THE TIME! This week, as we mark three years since the first lockdown back in 2020, it seems fitting that the latest figures from JICMAIL reveal that mail’s engagement is still on the rise. Mail open and retention rates both soared by four percent year on year. Over Christmas (Q4 2022) open rates hit 77 per cent and retention grew to 66 percent demonstrating the importance of mail within the marketing mix. At a time of year when consumers are more [...]

Decision Marketing: Direct Mail revival beats rivals

By |2023-01-04T09:28:09+00:00January 4th, 2023|

Martin Rides writes for Decision Marketing about the role of mail moving forward into the new year. You can read the article here or below Brexit, Covid, supply chain chaos, cost of living crisis, economic freefall, postal strikes, train strikes, nurses strikes, economic freefall, worst and longest predicted recession… yep, the country is royally screwed and teetering on a knife edge. There’s no dressing it up, this year has been a shocker and next year is going to be even tougher for the marketing industry. Everyone is battening down the hatches and putting survival plans into place. Yet, there is one small glimmer of light… The resurgence of direct mail as a legitimate and effective marketing channel. If nothing else, [...]

As the cost-of-living crisis bites, mail stays in the home for longer

By |2022-09-09T08:03:04+00:00September 9th, 2022|

The latest stats from JICMail, the joint industry currency for ad mail, show that there has been a significant increase in the amount of households retaining their mail. More households are choosing to file their mail away for later use or take it out of the home. The new data which covers the period from April to June 2022, shows that close to half of mail (44 percent) is still live in the home after 28 days, which is a significant increase on Q2 2021. It is thought that this is because households are placing more importance on mail content in economically challenging times. The research finds that overall, 94 percent of mail is engaged with, i.e., it has at [...]

Regulatory update: Why your mailing data is going to get even more valuable

By |2022-07-12T10:51:25+00:00July 12th, 2022|

The latest figures from JICMail, Royal Mail and The DMA show that direct mail is experiencing something of a resurgence. Volumes are at their highest level for years with increasing number of brands adding it into their marketing mix, it is now the most authoritative advertising channel with consumer trust higher for direct mail than any other media and with incentives from Royal Mail being extended until September it is also incredibly cost effective. And if what is in the regulatory pipeline both in the UK and EU it seems that this renaissance won’t be short lived. If anything, direct mail will become even more influential. Recent updates from the DMA in its Responsible Marketing Update webinar reveal several reasons [...]

Direct mail volumes bounce back again!

By |2022-06-10T14:10:17+00:00June 10th, 2022|

The latest JICMAIL figures reveal that direct mail volumes are at their highest level for two years indicating the continued confidence in the channel post pandemic. This is reinforced by the commercial effectiveness of the medium which sees mail continue to drive digital customer engagement, footfall into physical stores and purchases at the same level it did this time last year.  However, with the cost-of-living crisis now truly showing its teeth arguably direct mail is working harder today than it was even during the pandemic. This is a result of the difficulty in driving consumer response in the wake of stressed consumer wallets and squeezed household budgets. The travel and hospitality sectors experienced the largest growth in direct mail usage [...]

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