Direct mail is at its most effective, hitting a six-quarter high in Q2 2023 according to the latest figures from JICMAIL. The results have unveiled some compelling insights into the enduring power of mail as an effective marketing channel for charities.
- Nine per cent Year-on-Year Growth in Consumer Actions
One of the most remarkable takeaways from the Q2 2023 results is the impressive nine per cent year-on-year growth in the proportion of mail items prompting actions among consumers. Actions such as making donations and engaging with brands have surged to a level of 31 per cent. This statistic alone underscores the enduring value of mail in driving meaningful consumer engagement.
- Mail’s Effectiveness Across the Customer Journey
Mail has proven its mettle at every stage of the customer journey. From sparking brand discussions, which increased from 14 per cent in Q2 2022 to 16 per cent in Q2 2023, to driving website visits (eight per cent of mail), and ultimately, motivating consumers to take action (up to five per cent from four per cent the previous year), mail has emerged as a versatile tool in marketers’ arsenals.
- Growing Consumer Engagement
Consumer engagement with mail continues to grow in Q2, with increased interaction rates across Direct Mail, Door Drops, and Partially Addressed Mail. Additionally, Item Reach, which measures the number of people mail is shared with in a household, has risen across all mail types. These trends highlight the enduring relevance and effectiveness of mail in capturing and retaining consumer attention.
- Improved Open, Read, and Retention Rates
For the fourth consecutive quarter, mail open, read, and retention rates have improved year on year. This suggests that consumers place a high value on brand messages delivered through the mail channel, even in challenging economic times. Mail remains a trusted and reliable medium for delivering brand messages.
- Growing Mail Attention
Mail’s attention-grabbing power is on the rise, with consumers spending more time engaging with mail items. On average, a piece of Direct Mail is looked at for 122 seconds across 28 days, Door Drops for 55 seconds, and Business Mail for 159 seconds. This increased attention correlates with the findings of JICMAIL’s “The Time We Spend With Mail” attention study, which reveals that high-attention mail items have a two to three times effectiveness multiplier.
The continued resurgence of mail’s effectiveness is a testament to its enduring power as a marketing tool. The Q2 2023 results demonstrate that mail not only continues to drive consumer engagement but also offers a unique opportunity for charities to connect with their audience in a meaningful and impactful way.
As ever, please get in touch if you would like further information on this report or would like any assistance with your mail marketing campaigns!
