The latest JICMAIL statistics reveal that there has been a significant increase in the amount of mail UK consumers are reading and looking at and putting on display in the home.
The report shows that a greater proportion of mail was read (74 per cent of mail items), retained for over a week (45 per cent), put on display (4 per cent) and taken out of the home (3 per cent) in Q3 2022, than in the same period in Q3 2021.
In addition, the average piece of Direct Mail was interacted with 4.4 times and stays in the home for an average of 7.4 days. Whilst door drops are now interacted with 3.1 times over a twenty-eight day period and have a dwell time of 5.9 days.
As the cost-of-living crisis deepens, consumers have been more likely to put the mail that matters most to them on display in their homes than ever before (e.g. pinned to the noticeboard or to the fridge). Record amounts of mail were put on display in Q3. Mail on display in the home has a higher than average potential to attract consumer attention, and as confirmed by JICMAIL’s Attention Pilot Study data released in October of this year, mail is a high attention media channel, and one of the most efficient at delivering time-spent with advertising.
Not only has consumer engagement with mail improved in Q3 2022, but so to have the commercial effectiveness metrics – for example 15 per cent of mail prompted a discussion in Q3 – the highest rate recorded in two years. In addition, organisation discovery prompted by mail was further seen with increased amounts prompting web visits, requests for further information and donations.
For charities the increases experienced across all the key metrics is welcome news as it provides even more return on investment at a time when marketing budgets are being scrutinised. The JICMAIL results show that the performance of mail is getting stronger every quarter once again perhaps demonstrating the comfort that the tangibility of mail delivers to recipients – something no other media channel can provide. Furthermore, with the news that Royal Mail has extended its incentives until the end of next year means that charities can still save money on their mailing campaigns into 2023.
For more insight into the above report, further information on the Royal Mail incentives or you would like assistance on your next mail campaign please do get in touch!
