Direct mail remains resilient during COVID-19 outbreak

Direct mail is expected to remain resilient during the outbreak of COVID-19, print specialists have told Printweek.

With many people across the world spending significantly more time at home, engagement with direct mail is expected to rise, according to Webmart chief executive Simon Biltcliffe.

“[Direct mail] will certainly have more attention now from people than it’s ever had in the past. People are at home and if something comes through their letterbox, they will look at it. Print will be a really strong medium for people to build their brand and build their awareness,” said Biltcliffe.

The UK government itself recently spent £5.8 million on a direct mailshot from Prime Minister Boris Johnson to 30 million households in the UK, encouraging them to stay at home during the COVID-19 outbreak.

An industry source told Decision Marketing, “What this really shows is that if you want to drive a message home there are few better ways than direct mail. Social media and TV messages flash up but are gone in an instant and easily forgotten.

“The power of direct mail is its longevity. According to Royal Mail research, mailshots are kept on average for nearly three weeks, and displayed on fridges and noticeboards. It might seem churlish to use COVID-19 to prove one medium is more effective than another, but marketers should nevertheless take note.”