The team at Royal Mail MarketReach have carried out some new research, which highlights the importance of physical mail in a covid-disupted world.
Their guide is packed full of useful information from recent studies carried out by both Royal Mail and JICMAIL.
We’ve picked out some of the stand out stats from that research to share with you right here in this article.
We feel ‘lockdown lowdown‘ is an apt title for this series of insights.
So without further ado…
Here are 13 reasons why mail matters more than ever
People are interacting more with mail
The average item of mail is interacted with 4.5 times and reach is up 4%.
Both metrics are at their highest level ever.
Source: JICMAIL, Q2 2018 – Q2 2020
Mail is a valuable tool for the digital marketer
Mail has shown its value in driving online traffic, with a 70% YoY increase.
Source: JICMAIL, Q2 2018 – Q2 2020
Engagement with mail is at an all time high
A staggering 96% of mail is engaged with in some way.
Source: JICMAIL, Q2 2018 – Q2 2020
Mail matters
40% of people agree or strongly agree that being in lockdown made them realise how important mail was to them.
Only 20% disagreed.
Source: Royal Mail MarketReach, Coronavirus Research, Trinity McQueen 2020
Mail matters
88% of people paid the same or more attention to mail during lockdown.
1-in-2 acknowledged the usefulness of mail in lockdown.
Source: Royal Mail MarketReach, Coronavirus Research, Trinity McQueen 2020
Mail: the right choice
72%, that’s 7 in 10 people felt mail was the right way for the government to communicate.
63% thought using mail showed the government was taking covid seriously.
Source: Royal Mail MarketReach, Coronavirus Research, Trinity McQueen 2020
Mail is remembered
80% remember a government mailing (4 in 5 people).
58% recall the “Boris letter”.
Source: Royal Mail MarketReach, Coronavirus Research, Trinity McQueen 2020
Mail delivers positivity and trust
44% said they looked forward to receiving mail during lockdown with 2 in 5 also expressing that the period reaffirmed the importance of mail.
Source: Royal Mail MarketReach, Coronavirus Research, Trinity McQueen 2020
Mail is seen more than ever
Frequency of exposure to all mail is at its highest level in recent history.
Frequency measures the number of times someone will see that piece of communication.
Source: JICMAIL, Q2 2018 – Q2 2020
Mail drives interaction
There’s a huge growth in year on year interaction with all mail types, particularly Ad Mail (up 11%) and Door Drops (up 15%).
Source: JICMAIL, Q2 2018 – Q2 2020
The nudge factor
Ad mail also had the nudge factor – seeing a significant 64% shift in online behaviours YoY.
Source: JICMAIL, Q2 2018 – Q2 2020
After reading these insights we think you’ll agree, mail is the channel for today.
Mail has got stronger on all the things we knew it to be good at.
As we move ever closer to 2021 we know a lot of business will be looking at how best to allocate their budgets.
Media planners and buyers will be particularly interested in the frequency and reach that mail has delivered throughout lockdown and we anticipate this success to continue into the new year as we move into a second lockdown as we write this.
With more of us at home, mail matters more than ever.
If you’d like to see the report in full, you can download it here from Royal Mail.
Speak to the specialists in mail
We’re RNB Group, specialists in all areas of mail, whether that’s overseeing your direct mail marketing campaigns or giving you the tools to manage your essential mail from the comfort of your home office. It’s all here.
If you’d like to talk to us about your mail requirements, please get in touch today and we can offer you the best solutions.
Drop us an email at [email protected], call us on 0113 210 0055 or complete our quick contact form.
We’d love to help.
