According to recent Royal Mail research, spending more time at home during lockdown has led to a steady rise in the amount of engagement customers give to physical mail.
The average piece of direct mail interacted 4.58 times in Q2 2020. Door drops also saw record levels of consumer engagement, with the average piece being interacted with 3.19 times, equivalent to 15% year-on-year growth.
Also in Q3 2020, there was a 33% growth in web visits attributed to ad mail.
Mail Makes Social Media More Memorable
In a recent research by the Royal Mail, the brain response to the same social media ads was very different from those who first saw the same ad in mail form. Social ads attracted less visual attention – but were more strongly (by 44%) imprinted in people’s memory.
According to An Post, two-thirds of Irish people say they enjoy receiving post. And almost 90%, read their addressed mail.
How Direct Mail Adapted to the Crisis
Choose your imagery carefully. Avoid images of people in big groups, touching, or at events.
You should mention any changes you have made, such as business hours, health & safety procedures and others. You can also show how your product or service can help your customers.
Azure Communications has the experience and expertise to help you create your next Direct Mail Campaign during lockdown. Call us at (0)1 531 2695 or email firstname.lastname@example.org
Do you want to learn more about Direct Mail? Check our FREE Direct Mail 101 Booklet.
In our Direct Mail booklet, you will learn:
- How to establish goals and objectives for your campaign
- How to segment your audience
- How to write effective calls to actions
- How to save up to 50% in your mailing costs.
- And much more