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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 [...]

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Ditching Saturday (and Monday and Friday) post could irrevocably damage the direct mail industry

By |2024-01-24T13:59:39+00:00January 24th, 2024|

The recent news of a potential reduction in the Universal Service Obligation (USO) delivery days by Ofcom has sent ripples through the direct mail industry. A leaked report earlier in the week suggested a move from six to five delivery days per week, effectively removing Saturday deliveries. Then this morning another story suggests that Royal Mail could move to a three-day week! It’s hard to keep up. But whatever, the outcome, the proposed plans will raise questions about the impact on direct mail campaigns. The Significance of Saturdays in Direct Mail Traditionally, Saturday has been a golden day for direct mail campaigns. A weekend delivery often catches recipients in a more relaxed state, leading to better engagement and response rates. [...]

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Do I have your undivided attention? Maybe not… but your mail does.

By |2023-12-06T16:48:11+00:00December 6th, 2023|

Nearly two-thirds of people say that direct mail attracts their undivided attention, according to a new report from WARC and Marketreach. Exploring the impact of mail in an attention-scarce world, the study reveals how much attention people are giving their mail across different mail types, the value of this attention, and the role of mail in comparison to other media and within the media mix. The study is based on research by Marketreach and Blue Yonder involving 1,475 pieces of mail. The findings reveal that: 63% of people give their mail their undivided attention The average time spent with direct mail is 108 seconds The average piece of direct mail persuaded 16% of recipients to consider the brand, with 9% [...]

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Unleashing the Magic of Mail

By |2023-09-25T12:24:44+00:00September 25th, 2023|

We are all now coming round to the fact that there's something timeless and magical about direct mail. You just have to scan the recent news headlines to see that mail’s resurgence is not a flash in the pan. According to JICMAIL its effectiveness recently reached its highest point in a year and a half, with an impressive 31 per cent of mail driving positive commercial outcomes for brands. It is also now the most trusted form of marketing by consumers and commands attention for c.2 minutes across a lifespan of 28 days in the home. Its therefore unsurprising that Marketreach has breathed new life into their "Magic of Mail" campaign, aiming to showcase the incredible attributes of physical mail [...]

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