50% of Consumers Try New Products and Services After Direct Mail

Direct mail proved its resilience during 2020, with a study from the Joint Industry Committee for Mail (JICMail) finding record-breaking increases in the effectiveness of direct mail during the year.

The average piece of direct mail was interacted with 4.58 times during the UK’s first national lockdown, a record high since JICMail began tracking mail activity during 2017.

And now, new data from USPS Customer & Market Insights has found that 50% of consumers tried a new product, service or business in the past six months after receiving a direct mail piece.

And 81% of people said they look forward to seeing what arrives in their post.

JICMail’s Ian Gibbs said, “People spending more time at home means people are interacting with their mail more.

“And those advertisers who stayed active during lockdown got a really nice efficiency of spend because more ad impressions were delivered for the same number of mail items that were being sent out.

“They didn’t necessarily have to spend any more money but there were just people looking at their mail more. And that kind of efficiency in an above-the-line channel is quite compelling.”