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Direct mail now more impactful than ever!

By |2024-06-26T11:48:42+00:00June 26th, 2024|

The latest quarterly results from JICMAIL reveal another surge in the effectiveness of mail marketing in Q1 2024. The research finds that six percent of all mail types prompted a purchase, two percent higher than the same period in 2023. This increase underscores the growing impact of mail in driving consumer actions, with 46% of these purchases fulfilled online and 32% in-store, reflecting the omnichannel nature of mail. Increasing Mail Interaction and Attention Direct Mail, Door Drops, and Partially Addressed Mail saw a year-on-year increase in interaction frequency, resulting in more ad impressions in Q1 2024 compared to the previous year. Mail's attention efficiency stands out, with Direct Mail garnering 134 seconds of attention per piece across household members over [...]

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Response rates, ROI, AOV and CPA of DM revealed!

By |2024-05-08T18:04:18+00:00May 8th, 2024|

The latest JICMAIL Response Tracker insights reveal that DM is still very much a marketing channel that achieves results…. Warm direct mail—mail shots sent to existing customers—command on average an 8% response rate. This level of engagement is not only on par with but often exceeds the effectiveness of other media channels. Warm direct mail's success, particularly notable in sectors like medical where it reaches a whopping 26%% response rate, underscores its potential in targeted communications. This method proves especially effective in maintaining and enhancing customer loyalty, offering personalised content that resonates well with the audience. The high response rates are indicative of the trust and rapport that brands have built over time with their existing customer base. Cold Direct [...]

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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 [...]

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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 [...]

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