The value of mail in a changing media landscape

Ben Crossfield

Author: Ben Crossfield
5th February 2021

mailing campaigns 2021

When the Government wanted to underline the importance of lockdown, they chose to send a letter. There was a strategy behind this approach, which has been put into focus by a new report from Royal Mail Market Reach and JICMAIL.

"Print is literally something to hold onto"

Communication channels have been inevitably disrupted by the pandemic. Physical mail is playing an even more vital role in how we absorb and act on information. Our lives are centred around the home more than ever and interacting with mail is part of the domestic routines that we turned to in an effort to keep things ‘normal’.

 

  • During the initial lockdown, a record 96% of all mail was engaged with.
  • Mail-driven online behaviour has increased by 70% since 2018.
  • The biggest rise in mail engagement came from those aged 18 to 34 years.

How are brands looking to use mailing campaigns in 2021?

  • A key strategy for many brands is currently customer retention and loyalty. Mail can be an effective part of this focus; as something physical that comes into our homes, mail is trusted and deemed to be more personable that digital contact.
  • The high street has previously given us an opportunity to browse, to consider an opportunity before making a purchase. Data shows that advertising mail is powerful in priming people to engage with digital messaging, it has a ‘nudge factor’.

Whilst we all look forward to life beyond the COVID-19 pandemic, the habits and values we have developed within it will have a legacy in how we live, work and communicate. If you would like some ideas about how to use mail as part of a compelling communications strategy, we’re here to help and we’d love to hear from you.

 

To access the free and full report from Royal Mail Market Reach and JICMAIL visit marketreach.co.uk

 

Enquire about direct mailing campaigns for 2021

Recommended for you

Tips for creating an energy efficient website

Tips for creating an energy efficient website

Author: Steve Goy15th February 2021Hopefully you're in the good habit of thinking about the sustainability of the physical things that help you win business and do business, including packaging design, printed materials and corporate gifts. If we have the pleasure of considering you a client, we've got you covered! Yet have you thought about the environmental impact of your online presence? We'd hazard and guess that very few of you have. It's certainly worth having some of the core principals...

How to use barcodes in your design and print projects

How to use barcodes in your design and print projects

Author: Chris Robey 12th February 2021 The answer for many is through barcodes. Their functionality is not new, they have supported inventory tracking since 1973, yet they are coming into their element in the global response to the pandemic. Organisations are carefully considering how they communicate, engage and track their audience responses whilst ensuring that their messages are received, understood and acted upon. Equally, we're seeing barcodes in vaccination letters and track and trace...

Printed stationery with integrated cards and labels

Printed stationery with integrated cards and labels

Author: Chris Robey3rd February 2021At Systematic, we like items that do more than one thing! Printed sheets with peel out cards, sometimes called integrated cards, do just that. This item of business stationery is a means of correspondence with the added value of a printed card that is securely attached to the carrier sheet, until it's removed by the recipient. Popular uses include membership cards, loyalty cards, helpline cards and discount vouchers.   Integrated cards come in a range...

Follow us

systematic facebooksystematic twittersystematic instagramsystematic linkedin

© Systematic Print Management Ltd   Registered in the UK No 03890167   VAT No GB 129 7181 53   Terms & Conditions   Privacy Policy   Cookies Policy