Why does Direct Mail work?
Create engagement with a physical item and get your message directly into the hands of your audience.
Direct Mail is engaging and effective in driving conversions
The latest quarterly results from the JICMAIL diary-based panel revealed that in Q3 2024:
- With a typical frequency of 4.4 interactions for direct mail items.
- The channel also has an average lifespan of 7.4 days, with direct mail items staying in the home.
- The attention span generated from direct mail was over two minutes (134 seconds).
Regarding commercial actions, all key indicators saw an increase, with website visits, purchases and discussions prompted by mail each rising. The latest highlights include:
- Six per cent of mail prompted a purchase, up from five per cent in Q4 2023.
- Nine per cent of mail recipients visited a sender's website, up from 8.4% in Q4 of 2023.
- Fifteen per cent discussed with someone, which remained static compared to Q3 of 2023.
Results from the JICMAIL panel showed that 45% of website visits prompted by mail resulted in an online purchase. Although this is a slight reduction from previous quarters, it still demonstrates a strong commercial correlation in effectiveness.
Mail Delivery Management
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What are the Benefits of Addressed Mail?
Personalised Messaging
One-to-one physical communications benefit from addressing your audience directly and cutting through a complex digital world.
Fuels Acquisition
Direct Mail campaigns drive customer success, with 30% of mail prompting a commercial action in 2023, up 6% y-o-y. Source: JICMAIL
Multiplied Reach
Physical mail items are so effective they have a 10% multiplier effect, meaning a Direct Mail item has a reach of 1.1
Cost-effective
With effective data cleansing and smart delivery management, your mailing items will be more cost-effective allowing your business to improve your return on investment.
Home Minds
Where better to influence decision makers than in their own homes – a low-pressure context in which consumers have the opportunity to engage on their terms.
Creative Freedom
By marrying impactful formats to compelling creative, choose a bespoke die-cut, premium stock or stand-out design to improve your brand engagement dramatically.
Brand Engagement
95% of mail was engaged with in 2023, showcasing the channel's unique ability to grab attention among a captive audience. Source: JICMAIL
Integrated
Postal campaigns can be integrated into your multi-media channels, improving the reach and engagement of your message.
Sustainable Mail
Customers are increasingly basing their purchasing decisions on how environmentally friendly they perceive a business to be, and they are increasingly favouring brands with a commitment to sustainability.
Ensure your physical mail items are sustainable and align with your audience's preferences.
Top Tips for Sustainable Mail:
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Review your postal chain's footprint
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Clean mailing data for reduced wastage
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Maximise engagement of item for improved responses
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Encourage recycling for a circular economy
Read examples from our customers on our tailored support
Nationwide Partner with Whistl to Drive Cost-Efficient Mail Management
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Nationwide Building Society
Whistl Delivers Reliability and Cost Savings for Cancer Care Trust
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Lanarkshire Cancer Care Trust
