Direct Mail Sees Record Levels of Engagement During Pandemic

New Royal Mail research has revealed that direct mail has seen record levels of consumer engagement as result of the UK’s lockdowns.

According to the new research, consumers engaged with 96% of all mail during lockdown, with 88% of consumers saying they paid as much or more attention to mail received during lockdown.

There has also been a 70% year on year increase in the amount of people going online to find out more about something they read or saw in a direct mail piece. This increase impacted all age groups – with growing engagement among the young.

Just under one in four (24%) of consumers who said they engaged more with mail during lockdown fell into the 18-24 age bracket.

Amanda Griffiths, head of communications planning for Royal Mail, commented, “It has never been a more important time for brands to strengthen their relationships and build connections with their customers. The pandemic has meant that home has become and will remain an important and safe place for people creating the ideal environment for them to engage with direct mail more deeply than ever.

“Now is the perfect time for brands to deepen their customer relationships and drive revenue through mail.”