26th January 2021

Changing Times Power Resurgence of Mail

Never has the postal system been so important as it has been during the past 12 months. People in lockdown, isolation or furlough have admitted that the sound of the post dropping on the doormat has become a highlight during long days, increasingly reaching, engaging people and driving behaviour.


This is not simply because mail provides tangibility in an increasingly saturated digital world. It’s also because of its special place in people’s hearts. During a time that has felt transient, fast-moving and unpredictable, post has literally given us something to hold on to. As we continue to spend more time at home, its ability to reach and engage audiences offers huge potential for marketers


Royal Mail MarketReach, has carried out one of its most extensive pieces of research ever – conducted during the first lockdown this year – on the changing role of this media landscape and of mail in particular. Physical mail, sometimes ignored amid the clamour for instant measurement, has reasserted its importance in the marketing mix, driving activity and engaging audiences.


Over 44% of respondents looked forward to receiving mail during lockdown, illustrated by a record 96% of all mail being engaged with during the first lockdown. 88% of respondents said that they have paid the same or more attention to mail during lockdown. Research also showed that on average, a piece of direct mail was looked at by 4.5 people with a reach of 4% - the highest ever.


What’s more, it’s not just older age-groups that are responding more to mail. The biggest rise in engagement with mail came from people aged 18 to 34. Also. mail is an increasingly effective way of driving people online. The research found that a 70% year-on-year boost in online traffic driven by mail. Even the humble QR code appears to have had a second wind.


In an environment where physical retail is likely to be disrupted for some time, the role of mail in long-term brand-building, as well as activation is also going to be vital. A recent Gartner report found that the Covid crisis has shifted CMOs’ focus to retention and loyalty, with 60% of marketers regarding these as priority areas.


While, hopefully, the pandemic will soon come to an end, many of the trends that have emerged are likely to continue – mask-wearing in public, online shopping, remote and home-working and so on. And research points towards the continued relevance of mail. So, if you’re putting together your next marketing campaign, it would pay to consider mail. And if that’s the case, you should be talking to a company that knows what it’s doing.


To discuss making mail a key part of your marketing activities this year, come and talk to us. Email getintouch@inter-media.co.uk or call +44 (0) 1293 312001.


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