Covid boon for mail effectiveness (printweek.com)

According to the Joint Industry Committee for Mail (JICMail), 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 garnered 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.

While JICMail director of data leadership and learning Ian Gibbs said making long-term media predictions were akin to “a monkey throwing a dart” at the moment, he said that “there are clear signs that we have seen a trend towards improving mail sharing and interaction over the last four quarters… so even before the pandemic kicked in.”

“Consumers are frustrated with ad bombardment and poorly targeted comms. This is the opposite of what mail does.”
much more at source: https://www.printweek.com/news/article/covid-boon-for-mail-effectiveness

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