Direct mail has far better open rates than email marketing because email marketing is saturated and people are email weary. Most mail is interacted with between 3 and 5 times.
Mail has more powerful impact on long-term memory encoding
stronger than email
stronger than social media advertising
more dwell-time looking at social media advertising when primed by mail
stronger long-term memory encoding after seeing a mailing first
People are more likely to remember brand communication that is delivered by mail
Mail drives commercial outcomes
Actions in response to receiving mail in the past 12 months
Bought something / made a payment or donation
Looked up my account details
Uses a voucher / discount code
Went on line for more information
Visited sender's website
Discussed with someone
Direct mail is more personal than email marketing because it can be customised to the individual and makes the recipient feel more valued.
Direct mail is more trusted than email marketing because it is tangible, people can touch it. It also has a longer lifespan in people’s homes. In these days of fake news and misinformation consumers continue to have confidence in mail.
Mail builds credibility
describe Mail as believable
describe email as believable
Sources: Royal Mail Marketreach Research Conducted by Kantar TNS in May 2017: Base 1269 UK adults, nationally representative sample
How mail builds trust
How mail delivers positivity and trust44 %
said they looked forward to receiving mail during lockdown, with 2 in 5 also expressing the importance of mail.
Bigger, Brighter Delivery
Direct mail is tactile and can be designed with different colours, shapes and textures.
Youth appeal and new technology
Young audiences welcome mail
The rise of phygital88 %
of Gen Z consumers prefer brand experiences that combine physical and digital
A question of trust45 %
of 15 to 24 year olds are more likely to trust mail than any other age group
Mail drives action42 %
of 15-44 year olds have searched for more info online after receiving mail in the last 12 months
Source: CMO Council & Pitney Bowes, Royal Mail Marketreach & Trinity McQueen, IPA TouchPoints
Technology innovations drive participation
New technology allows augmented reality ex-periences that will allow an image within a piece of content to come to life or QR codes that can be natively scanned with a smartphone to open up a bespoke landing page for the relevant product, service or offer.
Multi-channel campaigns get better results, why not try both?
Talk to us now to see how we can help you improve returns on your marketing budget