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Why the Metaphorical Pen is Mightier Than the Digital Sword

By |2024-12-04T14:58:01+00:00December 10th, 2024|

In a world dominated by fleeting notifications and endless scrolling, the enduring impact of the printed word stands out more than ever.  The phrase "the pen is mightier than the sword" has become a timeless adage, but in marketing, it might be more accurate to say the pen is mightier than the screen. Direct mail—tangible, thoughtful, and tactile—commands attention and creates connections in ways digital mediums struggle to replicate.  The Unique Power of Print: A Cognitive Advantage When was the last time you truly savoured an email? Unlike digital communications, printed materials demand attention in a way that feels immersive and personal. Research consistently shows that the brain processes print differently—and often more effectively—than digital text. For instance, a study [...]

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Slow and Steady Wins the Race! DM still Growing

By |2024-12-04T14:53:40+00:00December 4th, 2024|

According to a new global industry report by The Business Research Company, the direct mail advertising market is set to grow steadily in the coming years.  Valued at $76.68 billion in 2023, the market is projected to rise to $79 billion in 2024, with a compound annual growth rate (CAGR) of 3.0%.  By 2028, it is expected to reach $87.93 billion, growing at a CAGR of 2.7%. This consistent growth is a testament to direct mail’s resilience in an era dominated by digital marketing. With response rates ranging from 2.7% to 4.4%—significantly higher than email’s 0.6%—and an average ROI of $4.09 for every $1.27 spent, direct mail remains a vital and highly effective marketing channel. Its longer shelf life and [...]

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Postal Persuasion: How Direct Mail Shaped the 2024 Election and Why Trust Matters

By |2024-11-26T11:52:49+00:00November 26th, 2024|

It goes without saying that for political campaigning, the choice of communication channels plays a pivotal role in influencing voter behaviour. And according to new research by Marketreach, in collaboration with Thinks Insight & Strategy direct mail played a significant part this year in shaping voting intentions during the General Election. Mail's Influence on Voting Decisions The study reveals that 27% of respondents identified mail as the most influential medium in their decision-making process, surpassing television (24%) and social media (18%). Mail also achieved the highest engagement level at 70%, indicating it is most likely to be read, shared, or discussed. Notably, mail was perceived as nearly twice as trustworthy as other channels, with only 20% associating it with misleading [...]

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Direct Mail Enters a New Era with Innovative Measurement Pilot

By |2024-11-18T10:44:32+00:00November 18th, 2024|

JICMAIL and Origin, ISBA’s cross-media measurement programme, are joining forces in an exciting mail measurement pilot study, set to take place in Q4 2024. This initiative aims to test how mail exposure can be effectively integrated into Origin's sophisticated cross-media measurement capabilities. This collaboration marks a new era for direct mail, as it positions the channel as a fully measurable, data-driven medium alongside digital and TV advertising. By integrating JICMAIL’s expertise in mail measurement with Origin's cross-media insights, the advertising industry could revolutionise how it evaluates the role of direct mail within broader campaigns. The initiative has the potential to provide advertisers, agencies, and other stakeholders with new insights into how mail campaigns contribute to overall media effectiveness. The pilot [...]

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Data Governance Update: New Data Bill Aims to Shape the Future of the UK Data Landscape

By |2024-10-29T11:02:35+00:00October 29th, 2024|

It’s been a while since we’ve provided an update on data governance and the long awaited DPDI, because since the election there has been little in the way of news. However, last week it was announced that under the new government, DPDI has morphed into the Data Use and Access Bill. Unveiled by the Department for Science, Innovation, and Technology, this bill is positioned to integrate technology and data protection into the economy’s core, fostering economic growth, streamlining public services, and enriching lives. With an expected £10 billion economic boost projected over a decade, the Bill is set to transform how data is used across sectors. The DMA has actively participated in discussions around the Bill, advocating for provisions that [...]

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Effective audience targeting and direct mail

By |2024-09-01T08:47:56+00:00September 1st, 2024|

According to the 2024 Direct Mail Benchmarking Report, effective audience targeting is now the top advantage of direct mail, a significant leap from its fourth-place ranking in 2023. The study suggests that this change highlights the increasing reliance on direct mail by both B2B and B2C marketers for prospecting and reaching potential customers. Direct mail's ability to utilise offline data is proving invaluable in delivering high-potential audiences. By leveraging high-quality permission data sources, marketers can build predictive models that target prospects resembling their best customers. This precision allows for the creation of hyper-targeted campaigns that often yield higher returns on investment compared to many digital channels. Moreover, direct mail's audience reach isn't confined to the physical world. By integrating offline [...]

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Ensuring Data Accuracy in the Age of AI: A Lesson from AI-Generated Mistakes from across the Pond

By |2024-08-07T09:55:32+00:00August 7th, 2024|

In recent months, significant incidents have highlighted the pitfalls of AI when it comes to maintaining data accuracy in public records. These events serve as a crucial reminder of the importance of data hygiene, particularly for organisations that rely on precise data processing. The Incident: Pregnant Woman Wrongly Accused One notable incident involved a pregnant woman in Detroit who was falsely arrested based on AI-generated evidence. Porcha Woodruff, eight months pregnant at the time, was wrongly identified by an AI system as a suspect in a carjacking case. This led to her wrongful arrest and detention for 11 hours, causing her significant emotional distress and physical complications leading to hospitalisation. This case is part of a broader pattern, with several [...]

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Great News for the Direct Mail Industry: Time to Capitalise on the Boom!

By |2024-07-30T14:56:00+00:00July 30th, 2024|

The UK has witnessed its most significant upward revision to marketing budgets in a decade, with companies' financial prospects at their most positive in nearly three years, according to the latest IPA Bellwether Report. This positive trend presents an opportunity for the direct mail industry, which has emerged as a major beneficiary of this increased spending. Direct Mail: A Rising Star The report reveals that direct mail was the second-biggest growth area, trailing only behind events. Budgets for direct mail have been increasing for six successive quarters. The report found that almost a fifth (19.3%) of surveyed companies have increased their direct mail budgets for the next period, aligning with their preparations for Christmas 2024 activities. Capitalising on the Boom [...]

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Top 10 sectors that fail to report data breaches revealed

By |2024-05-24T11:34:57+00:00May 24th, 2024|

As we ‘celebrate’ the 6th birthday of GDPR a new study finds that over half of all data breaches in the UK in 2023 were not reported within the required 72-hour window. The report from Hayes Connor revealed the sectors with the worst track record. These were: Local Government: 51.32% General Business: 49.16% Marketing: 47.50% Justice: 47.06% Regulators: 46.81% Membership Associations: 46.67% Online Technology and Telecoms: 45.37% Media: 45.16% Central Government: 44.57% Retail and Manufacture: 43.94% Failing to report a breach within this timeframe can result in significant fines of up to £17.5 million or 4% of global turnover, whichever is higher. However, in practice, most firms receive minimal penalties. A key finding of the research is that in the [...]

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