01 Mar A New UK study reveals the effectiveness of unaddressed mail is on the rise.
Posted at 11:32h in DanD
The UK industry body for mail (JICMAIL) recently released an interesting read on the effectiveness of unaddressed mail in the current environment.
The study, based on a survey of one thousand households conducted monthly over 2022 revealed:
- A greater proportion of mail was read (74% of mail items), opened (65%), retained (45%), put on display (4%) and taken out of the home (3%) in Q3 2022, than in the same period in Q3 2021. In turn, the average piece of Business Mail was interacted with 4.8 times, Direct Mail 4.4 times and Door Drops 3.1 times over a twenty-eight day period.
- Mail on display in the home has a higher than average potential to attract consumer attention making mail a high attention effective media channel
- Not only has consumer engagement with mail improved in Q3 2022, but so to have a host of commercial effectiveness metrics – metrics related to tangible commercial benefits to advertisers throughout the sales funnel.
- 15% of mail prompted a brand discussion in Q3 – the highest rate recorded in two years. In addition, brand discovery prompted by mail was further seen with increased amounts prompting web visits, store visits, calls to the advertiser and mobile device usage. Increased product and service discovery drove improved conversion levels with 3% of mail prompting a voucher redemption and 5% used to make a purchase.
- In the Direct Mail space, the largest advertisers have been more visible than ever on consumer doormats, with nine out of the top ten increasing their share of volumes year on year. The NHS, Tesco Clubcard and ROL Cruises made up the top three DM users in Q3 2022, while Dominos, Farmfoods and Specsavers topped the Door Drop rankings.
- In the face of upcoming changes to consumer duty regulations in 2023, the major high street banks have broadly kept their share of business mail volumes stable year-on-year. With Business Mail staying in the home longer than any other ad mail channel (8.6 days on average), it continues to have huge potential to deliver vital regulatory information to consumers.