Why does Direct Mail work?
It creates stronger brand engagements, with a tangible printed item, targeted directly to a consumer.
Direct Mail is engaging and effective in driving conversions
The latest quarterly results from the JICMAIL diary-based panel revealed that in Q4 2023:
- Direct Mail enjoyed a frequency of 4.4 interactions.
- Direct Mail had a lifespan of 7.1 days in the home.
- Direct Mail attention was over two minutes (124 seconds).
With regards to commercial actions, all key indicators saw an increase with website visits, purchases and discussions prompted by mail each rising. Latest highlights include:
- 5% of mail prompted a purchase, up from 4.8% in Q4 2022.
- 8.4% of mail recipients visited a sender's website, up from 7.9% in Q4 2022.
- 15.1% discussed with someone, up from 14.3% in Q4 2022.
However, the big headline highlighted mail's impact on digital conversion rates. Results from the JICMAIL panel showed that 40% of website visits prompted by mail resulted in an online purchase during the final three months of 2023.
What are the Benefits of Addressed Mail?
Download Whistl's Sustainable Mail Guidance
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