Partially Addressed Mail
Increase engagement and conversions by targeting potential customers with partially addressed mail print advertising.
Partially Addressed Mail: A GDPR Complaint Channel
Campaigns are created for the postal sector and street level, so individual addresses and personal data are not required. This makes Partially Addressed Mail campaigns fully GDPR compliant.
With an unrivalled reach of over 30 million UK homes, the Whistl Doordrop Media team can help you reach your target audience and deliver maximum impact on the doormat. Our campaigns are carefully planned with relevant targeting and insights to pinpoint your audience and reach the right letterboxes, maximising reach and engagement. The final-mile delivery is then arranged via Royal Mail to be delivered alongside the addressed mail.
How is Partially Addressed Mail different to Direct Mail?
- Mail is addressed to the individual and requires personal data.
- Partially addressed mail does not target an individual.
The Royal Mail estimates you can reach up to 30% more households with partially addressed mail than with Direct Mail on the same budget. The two mail channels can also complement each other when working together.
How is Partially Addressed Mail different from Door Drops?
- Door-drop media is targeted at the postcode sector level, which has an average of around 2,500 households per postcode sector.
- Partially Addressed Mail is targeted to the postcode, which has just 15 households on average.
This means door drops have a broader reach at a lower price, and partially addressed mail is more refined.
Doordrop Media Services: Partially Addressed Mail
Whistl's Doordrop Media team can help you plan more efficient partially addressed mail campaigns
When you work with Whistl, you can benefit from:
- Extended reach with targeted precision
- Increased response rates
- Enhanced brand awareness
- Better campaign flexibility
Whistl drive results for Waitrose with Partially Addressed Mail
Waitrose decided to test Partially Addressed Mail to drive new customers to their stores.
- Using a bespoke targeting model built by Whistl, Waitrose sent out coupons to 300k homes
- 1,144 New customers were generated
- 0.4% of receivers responded to the item
Partially Addressed Mail
With geo-demographic targeting, partially addressed mail delivers strong media returns and is GDPR compliant.
Whistl's Print Advertsising Case Studies
Royal British Legion's 'Moment's Silence' Door Drop Speaks Volumes
The Royal British Legion
OVO Energy encourages app downloads through intelligent doordrop
OVO Energy
Frequently Asked Questions: Partially Addressed Mail
What is Partially Addressed Mail (PAM)?
Partially Addressed Mail is a form of direct mail, often used for customer acquisition. The mail item is delivered to a household using a partial address (e.g., a full postcode and street address) but without an individual recipient's name. Instead of a name, it uses a generic or targeted title, such as "The Occupier," "The Homeowner," or a profile-based title like "Dear Fitness Enthusiast."Targeting is primarily done at the postcode level (often around 15 households per unit) using geo-demographic data.
How does PAM targeting work if a personal name is not used?
Partially Addressed Mail targeting uses geodemographic data (such as age, affluence, household composition, etc.) linked to postcodes to identify households that match an ideal customer profile.
Is PAM more cost-effective than traditional Direct Mail?
Yes, typically it is. PAM often benefits from lower postage rates compared to fully addressed advertising mail. The cost savings are usually based on the efficiencies of not having to purchase and manage personal data lists for new customer acquisition and the difference in mailing rates for the services versus addressed mail rates.
What kind of reach can I expect with PAM?
PAM can significantly increase your reach compared to a cold list direct mail campaign, often expanding coverage by up to 30% for the same budget, as it targets all relevant households in a postcode unit (excluding suppressions).It's an effective way to top up your customer base in specific areas where you have limited individual data
Is Partially Addressed Mail GDPR compliant?
One of the main benefits is that Partially Addressed Mail complies with GDPR and other similar data privacy regulations. This is because it does not use or process any personal data about individual recipients. Instead, the targeting is focused on households or locations rather than specific individuals.