The latest JICMAIL report (Q2 2021) reveals that confidence in mail media including direct mail, partially addressed mail and door drops continued to rebound.
Direct mail volumes were found to have increased by over 50 per cent year on year, whilst door drop volumes rose by a staggering 181 per cent year on year. Amongst others, the travel, retail and charity sectors have been cited as playing a key role in the market recovery.
For the retail industry, mail was found to play a crucial role in driving consumers in to stores, with the 1.4 per cent of all mail having a footfall effect representing a year on year growth in effectiveness of +71 per cent.
Mail also played a significant role in driving people online, sustaining a level of over eight per cent establishing a new normal in the role that mail plays in the digital customer journey.
The average piece of DM was interacted with 4.4 times in Q2, and shared with 1.14 people per household – boosting mail campaign reach by 14 per cent and generating ad impressions over four times greater than the mail volumes delivered. Door Drops recorded an average frequency of 2.99 and Item Reach of 1.06.
Direct mail was found to spend an average of eight days in the home, whilst door drops were retained for an average of six days.
Coinciding with this report is JICMAIL’s newly launched suite of insight tools which as an accredited JICMAIL agency will help us to better demonstrate to our charity clients mail performance and draw out key insights into which consumer segments different brands are targeting with mail.
