We have blogged recently about the importance of signage and communications during lockdown so we were pleased to see this article in Print Week reporting that the effectiveness of direct mail and door-drop print campaigning has surged in recent times…
The stats
The Joint Industry Committee for Mail (JICMail) began collating data from a monthly panel of 1000 households in 2017/18. The second quarter of 2020 has seen significant year-on-year increases in the amount of times mail has been interacted with, how long it has been kept for and consumer engagement. In fact, the effectiveness of direct mail and door-drops is at an all-time high since the launch of JICMail.
Why now?
Data was actually showing increased interaction with mail campaigns prior to lockdown. The article reports that this reflects a disillusionment with “ad bombardment and poorly targeted campaigns.”
In addition, Mark David, MD, Whistl Doodrop Media said, “Much has been reported about digital acceleration during this period but with a nation at home the latest JICMail data informs us that all mail channels benefited in terms of reach, frequency and longevity in the home. This backs up the compelling results we are seeing from client campaigns that are live at the moment indicating that there is no better time to be planning a mail or door drop campaign.”
Putting together an effective mail campaign
The article urges brands to make the most of the JICMail data and also mentions multi-channel campaigns, something we have blogged about in the past, where a combination of integrated digital and mail targeting is proving highly effective. The clients that have the most success with their mail marketing ensure that they also find ways of collecting and collating data in-house and use this to inform the success of future campaigns.
Whether you are planning a mail, digital or multi-channel campaign, from business cards to bespoke brochures, we are experienced, competitive and would love to help you make the most of the current trends. Talk to us on 0208 590 0922 or email us at info@marcomedia.co.uk