A year-long, in-depth study conducted by JICMAIL has revealed that on average, a direct mail piece holds consumer attention for 108 seconds. Similarly, partially addressed mail commands attention for 64 seconds, while door drops maintain engagement for 46 seconds. This definitively positions mail as a high-attention channel. This is particularly true when amalgamating these new metrics with existing research that underscores mail as the most trusted form of communication, a compelling case emerges for integrating mail into the marketing mix.
In addition, JICMAIL has collaborated with PwC to convert these attention-based metrics into an average cost per minute, specifically targeting various audience segments. This enables marketers to make direct, comparative evaluations between mail and alternative media formats. The study reveals that, with an average cost of £0.09 per minute, mail outperforms all other advertising avenues except for out-of-home advertising, which boasts a cost of £0.07 per minute. Social display incurs the highest cost at £0.19 per minute for customer engagement. Both press and digital display share a £0.15 per minute cost, while television aligns closely with mail’s cost.
The study also sheds light on a notable trend: the preferred consumption environment for mail differs across industries. For most organisations, mail is predominantly consumed in the relaxing confines of the living room, allowing recipients to fully immerse themselves in the content. In contrast, mailings with a retail focus find their readers primarily in the kitchen while standing.
These attention metrics can be further strengthened by adhering to best practice data hygiene. By ensuring accurate and up-to-date recipient information, the precision of targeting efforts is enhanced. This symbiotic approach maximises the potential that the direct mail will be read, fostering a higher return on investment (ROI) and tangible results on the bottom line.
