Direct Mail

Why Direct Mail Delivers Right Now

As this tumultuous year comes to an end, we’ve found ourselves in another lockdown. However, from a marketing perspective, circumstances are different this time round. Brands have realised this is an opportunity to stand out amongst the crowd, identify themselves from digital noise, and engage a captive audience by diversifying their marketing channels.

During the first lockdown 96% of people engaged with mail, driving online traffic by 70%

Research conducted by Royal Mail and JICMAIL outline that during the first lockdown 96% of people engaged with mail, driving online traffic by 70%, with the largest increase in engagement coming from those in age groups 18 - 34. In addition to this, the report states that individuals are experiencing digital fatigue and are looking for a more tangible connection. Interestingly, Direct Mail (DM) was reported as being engaged with on average 4.5 times within the home, and 44% of people reported looking forward to receiving mail during the first lockdown.

So, DM is still very much a viable and valuable channel; when combined with the unique and market-leading data-led approach offered by us here at Address Intelligence, DM offers a far greater opportunity for engagement and brand exposure than those reported by Royal Mail’s MarketReach.

DM is safe

One question we have been asked recently is whether COVID-19 transmission can occur through sending DM? In fact, research from The Lancet found "no infectious virus could be recovered from printing and tissue papers after a 3-hour incubation", which suggests that it is unlikely for the virus to be transmitted via DM. Furthermore, Public Health England (PHE), has advised that individuals handling letters are not at risk of contracting coronavirus.

So, it's no wonder we’re having our busiest month this year here at Address Intelligence, and consequently, our print slots are being booked up quickly.  To ensure your DM campaign slot get in contact with the team today at help@addintel.co.uk.

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About Ben Wallat