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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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Totally Mailed It: Marketreach Amplifies Direct Mail’s Enduring Impact

By |2024-10-21T09:19:47+00:00October 21st, 2024|

Marketreach has unveiled a new campaign: "Totally Mailed It which is underscoring the relevance of DM in today’s marketing mix. Whilst it isn't revealing any great secrets, after all we all know direct mail works, it is arming us with fresh ammunition to reinforce that message to our clients. In a world where digital spend dominates, this campaign reminds us why direct mail continues to be a powerhouse in the marketing mix: Tangibility: Physical mail creates lasting impressions, with 33% better recall than digital ads. In a sea of ephemeral content, something you can hold stands out. Personalisation: It's not just about adding a name - it's about relevance. The campaign highlights how tailored messages drive significantly higher engagement rates. [...]

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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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Direct Mail Continues to Deliver

By |2024-03-05T08:06:41+00:00March 5th, 2024|

The latest data from JICMail reinforces our recent article about the resurgence of print (which you can read here: https://www.thesoftwarebureau.com/print-the-comeback-kid/) The research shows that direct mail is not only holding its ground, but is playing a pivotal role in driving significant commercial returns for businesses. The Power of Mail in Numbers The Q4 2023 data reveals that 6.5% of direct mail prompted a purchase, marking a notable increase from 4.8% in the same quarter the previous year. This surge underscores the evolving consumer behaviours, particularly the increasing regard for direct mail as a communication channel and the shift towards e-commerce, with 3.3% of mail driving online purchases directly. The digital footprint of mail extends further, with 8.4% of recipients visiting [...]

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Ditching Saturday (and Monday and Friday) post could irrevocably damage the direct mail industry

By |2024-01-24T13:59:39+00:00January 24th, 2024|

The recent news of a potential reduction in the Universal Service Obligation (USO) delivery days by Ofcom has sent ripples through the direct mail industry. A leaked report earlier in the week suggested a move from six to five delivery days per week, effectively removing Saturday deliveries. Then this morning another story suggests that Royal Mail could move to a three-day week! It’s hard to keep up. But whatever, the outcome, the proposed plans will raise questions about the impact on direct mail campaigns. The Significance of Saturdays in Direct Mail Traditionally, Saturday has been a golden day for direct mail campaigns. A weekend delivery often catches recipients in a more relaxed state, leading to better engagement and response rates. [...]

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Do I have your undivided attention? Maybe not… but your mail does.

By |2023-12-06T16:48:11+00:00December 6th, 2023|

Nearly two-thirds of people say that direct mail attracts their undivided attention, according to a new report from WARC and Marketreach. Exploring the impact of mail in an attention-scarce world, the study reveals how much attention people are giving their mail across different mail types, the value of this attention, and the role of mail in comparison to other media and within the media mix. The study is based on research by Marketreach and Blue Yonder involving 1,475 pieces of mail. The findings reveal that: 63% of people give their mail their undivided attention The average time spent with direct mail is 108 seconds The average piece of direct mail persuaded 16% of recipients to consider the brand, with 9% [...]

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Unleashing the Magic of Mail

By |2023-09-25T12:24:44+00:00September 25th, 2023|

We are all now coming round to the fact that there's something timeless and magical about direct mail. You just have to scan the recent news headlines to see that mail’s resurgence is not a flash in the pan. According to JICMAIL its effectiveness recently reached its highest point in a year and a half, with an impressive 31 per cent of mail driving positive commercial outcomes for brands. It is also now the most trusted form of marketing by consumers and commands attention for c.2 minutes across a lifespan of 28 days in the home. Its therefore unsurprising that Marketreach has breathed new life into their "Magic of Mail" campaign, aiming to showcase the incredible attributes of physical mail [...]

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