Record-breaking double digit increases in the effectiveness of direct mail and door drops during the Covid crisis.
During lockdown, our media habits were forced to change with much coverage given to the changes across the digital and broadcast channels, but what about the channel that is always present in the home?
The latest data from the Joint Industry Committee for Mail (JICMail), shows that with more time at home, consumers have increased exposure to their direct mail and its ability to drive engagement and sales.
During Q2 the average piece of direct mail was interacted with 4.58 times, an 11% increase year-on-year and a record high since JICMail began tracking mail activity in Q2 2017.
Door drops also achieved record levels of consumer engagement, with the average item interacted with 3.19 times, which represents 15% growth year-on-year.
Business mail, essentially addressed mail that contains some form of bill or statement, also reported higher interaction figures, up 7% to 4.87 times.
The various channels all recorded significant increases in the amount of time they live in the home with all three effectively extending their life-span by a day year-on-year: DM 8.5 days; door drops 6.9 days and business mail 9.6 days.
So, whether you are planning your next membership welcome pack, or donor acquisition campaign it is definitely worth including mail in your current planning.
For an informal, no obligation chat about your next campaign just call Andrew on 07572 248939 or email email@example.com.