November 11, 2020
The last lockdown saw a boom in certain kinds of services such as online retail, video conference technology (and Netflix!) but you may be surprised to know that more traditional print media also saw a resurgence, enjoying the captive audience of a household at home for months on end.
Although the digital world has helped us connect, nothing can quite match the engagement that takes place with a physical item that lands on your doormat. When we are bombarded with electronic messages day in day out, the tangible stands out, is noticed and looked at for longer. Indeed, when Boris needed to deliver a vital message to the nation back in April, he chose to send a letter!
Research carried out by JICMail compared Q2 2019 with Q2 2020 and discovered that record-breaking levels of interaction with mail took place during lockdown. The research took 1,000 UK nationally representative households and assessed the reach, frequency, lifespan, how long kept at home and interactions with business mail, addressed advertising mail and door drops.
Engagement statistics:
Overall, there was year on year uplift in engagements with all the different types of mail, as it was increasingly opened, read and filed away.
If you’re investing heavily in digital at the moment, then mail can alleviate some of the issues with excessive online frequency that can cause people to switch off, or worse, unsubscribe to your communications. JICMails’s research concludes that mail does more than just elicit a response. It actually prompts a commercial action – eg generating household discussion or acting as a significant driver of online traffic.
As we’re set to be spending at least the next few weeks in lockdown, and probably the next few months socially distancing, you’re likely to get more bang from your buck than ever when investing in a direct mailing campaign.
Our design team can help you quickly come up with some ideas and using our household data source, can help you plan a campaign. We have a number of ‘off the shelf’ mailers set up on our new virtual marketing hub, ready to brand with your logo and update with your contact information.
Our state-of-the-art-iGen digital printers are ideally suited for short print runs and having an on-site mailing house means we can manage your whole campaign from start to finish.
We’re also delighted to be able to offer you really cost-effective postage – we can send out a mailing piece from 30p an item.
Contact our print manager Emily on 0118 977 0690 or email emily.mitchell@nichecom.co.uk for more information or to place an order. Find out more about our marketing and print services: