Why direct mail remains the third largest media channel in the UK market
Amanda Griffiths, Royal Mail
Mail has a long and powerful position in the UK. With over 500 years of history, it holds an iconic place in British life.
Research during Covid lockdown confirmed that the arrival of the daily post is an important and highly anticipated point in the day. Mail’s regularity, tangibility and focus on home as the delivery point, continues to create stand-out impact in a media world where other channels focus on delivering messages any time anywhere, catching consumers unawares at random moments with messaging that can be easily missed or ignored.
But delivery, currently 6 days a week to every UK household, is only the start. Research shows that when mail comes through the letterbox, that is just the start of the journey.
95% of mail is engaged with and 77% opened (remember not all mail needs to be opened). It is returned to on average 4+ times and kept on average 8 days before being recycled
Mail typically moves through the home – from doormat to kitchen to living room or study. It ends up on the fridge, a coffee table or a to-do pile, serving as a physical reminder to take action. This physicality creates a powerful connection in an increasingly digital world where messages are fleeting.
Physicality also leads to extremely high attention levels with the average mail piece receiving 108 seconds of attention. And that attention is focused, with 2/3 of people reporting they give mail their full attention – a remarkable level of focus in a multi-screen, multi-media world.
29% of mail leads to a commercial action, such as going in-store, responding, sharing with another person or gathering more information.
And powerfully, it delivers - 4.7% leads directly to a purchase, payment or donation.
While mail delivers these extraordinary levels of success, it’s also a perfect partner with other channels. Mail sends people online to gather information or purchase, it reminds people of a TV or radio ad they may have heard. It offers customers a direct link via QR codes to a personalised media experience. It can even move the customer journey to augmented reality or voice activated communication.
That’s what mail does. But its power is also on how it makes people feel.
People are twice as likely to say mail makes them feel valued than they are email.
And in a world of spam, almost 3 out of 4 people agree they have complete trust in mail.
And if another reason is needed – younger audiences love mail. 17-34 year olds open or read their mail at exactly the same levels as other age groups.
Open the door to mail and let mail open the door to your brand.