Modern Marketing

Direct mail posts lockdown resurgence says Royal Mail

By John Glenday | Reporter

Royal Mail MarketReach


royal mail article

November 25, 2020 | 4 min read

Direct mail has delivered a timely lockdown boost to services like the Royal Mail as audience measurement firm Jicmail reports skyrocketing levels of engagement levels while people stuck at home rediscover the merits of physical mail.

The postal provider’s own research found that consumers engaged with 96% of all mail during the lockdown, with 88% reporting that they paid as much or more attention to flyers landing on their doormats than before lockdown, interacting with each item of mail 4.5 times on average.

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Mail gets an engagement boost

  • Jicmail and Trinity McQueen conducted research on behalf of Royal Mail MarketReach between April and June 2020.

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  • This established that the number of people venturing online after being prompted by an item of mail increased 70% year-on-year.

  • The resurgence of interest in direct mail spans all age groups, particularly those aged 18 to 34 who account for 24% of people engaging with their post during lockdown.

Why it matters

  • Local businesses are adapting their marketing methods to keep in touch with consumers while they remain behind closed doors, with mail providing a direct channel of communication to this captive audience.

  • The once-maligned medium has seen its credibility and authority rise on the back of an embrace by government, which has conveyed key communications via letter to households throughout the pandemic.

  • Amanda Griffiths, head of communications planning at Royal Mail MarketReach, commented: “The pandemic has meant that home has become and will remain an important and safe place for people, creating the ideal environment for them to engage with direct mail more deeply than ever. Now is the perfect time for brands to deepen their customer relationships and drive revenue through mail.”

  • Maildrops are not alone in benefitting from the disruption of lockdown, with digital and social advertising also coming into their own as people replace physical interactions for their screens in a bid to remain in touch.

  • Over the past month, Instagram and TikTok have enjoyed an impressive 25% increase in engagement, contributing to a phenomenal 72% upsurge in advertising content posted by influencers.

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