The doormat is now one of the most engaging media channels the latest figures from Jicmail reveal. The statistics for Q4 2020 paint a rosy picture for advertising mail. Door drops, in particular, were found to have performed well achieving a nine per cent year-on-year rise in consumer engagement with the average door drop now being interacted with 3.06 time per month.
Frequency of interaction is a cornerstone of Jicmail’s mail exposure and campaign impression calculations. Crucially the rate of growth in mail frequency of interaction has been outstripped by the growth in commercial impact in Q4, meaning that mail is driving effectiveness with even greater efficiency than before.
Door-drops have also been the biggest beneficiary of improved mail longevity, with double digit growth of 17 per cent year on year and average lifespans of 6.3 days.
Direct mail is also spending longer in the home than a year ago. The average mailshot is now live in the home for 8.1 days before being filed or thrown away, representing growth of four per cent year on year.
Importantly for charities, the latest figures also revealed that between five and eight per cent of all forms of mail media, including door drops and direct mail prompted an action, which is a growth of 50 per cent since the same time last year, indicating the value that consumers now place on the channel and the positive responses they have to the mail.
As always, if you are thinking about a direct mail or door drop campaign please don’t hesitate to get in touch!
