A Happy New Year to all our readers! We hope you had a wonderful festive break!
If like us, you are back at your desk and probably have one or two New Year Resolutions on the go. Latest research shows that over 65% of us have made at least one resolution and that the third most popular aim for 2025, behind losing weight and cutting down on the old vino-collapso, is to be more sustainable.
In line with this trend, the latest direct mail stats from JICMAIL released over the Christmas break reveals that the mail industry is also enhancing its environmental efforts.
The Q3 2024 results show that 87% of mail discarded within a 28-day period is now recycled, marking a 14 percentage point increase from the 73% recorded in Q3 2023. This is fantastic news – but there is still room for improvement! As you know at The Production Hub we’re committed to supporting environmentally responsible marketing practices. In collaboration with The World Land Trust we are able to advise our clients on the best sustainable practices and help to facilitate carbon balancing.
Beyond sustainability, the report highlights increased consumer engagement with mail. Volumes tracked on the JICMAIL panel of 1,100 UK households rose by 5% year-on-year, with notable growth in sectors such as medical, travel, supermarket, and retail. This uptick indicates a renewed confidence among advertisers in Direct Mail and Door Drops.
Key engagement metrics have also improved:
- Frequency of Interaction: Direct Mail items were interacted with an average of 4.4 times, while Business Mail saw 4.9 interactions.
- Lifespan: Business Mail items remained in households for an average of 8.7 days, reflecting a 9.2% increase.
- Prompted Actions: 6% of mail prompted an action such as a donation or purchase.
What a great start to the year!
For information about how we can help you with your next DM campaign, or how we can assist you with your sustainability, get in touch!!
