Direct Mail has come to the fore as a key part of the marketing mix during the Covid pandemic and its importance is set to grow. As we continue to spend more time at home, its ability to reach and engage audiences, offers huge potential for marketers.
This is not just because mail provides tangibility in an increasingly saturated digital world. It’s also because of its special place in people’s hearts. In a time that can feel transient and fast-moving, printed mail communication literally offers something to hold on to.
Direct Mail, a Trusted and Valued Medium
As a trusted and valued medium, direct mail can drive behaviour both in terms of immediate response and also in terms of cut-through and the longer-term reinforcement of key messages. 50% of respondents to a recent Royal Mail survey * acknowledged the usefulness of mail – as a reminder to do something – whilst 85% reported paying as much or more attention to mail during lockdown.
A lot of us have had to spend a lot of time at home recently. It’s forced us to re-evaluate; to focus on what’s really important to us. We’re back at home and the value of a home is back.
During lockdown, people like to find some kind of routine. Getting dressed for work (at least from the waist up), maintaining regular meal times and taking time to exercise have all helped people keep hold of reality. Direct Mail is part of this routine. People have their own rituals about processing their post, but our research has highlighted the widespread appreciation for the rhythm of the postie’s arrival and the reassuring thump of the mail onto the floor.
Suddenly having to work, study and connect to people from home has compounded the intensity of the pandemic for many. And there is evidence that there has been a reaction against living our lives through a device, a trend that pre-dates the pandemic.
The research mentioned above also shows that while too many messages from computers and phones can feel invasive and stressful, physical mail is often welcomed into the home like a good friend.
What arrives on the doormat is also inherently trusted. It feels as though a person has thought about it and invested time, effort and money in getting their message across. “It must be worth reading” was a common sentiment among respondents.
It’s often too easy to focus on the allure of short-term ROI and efficiency rather than the potential greater profit that could be achieved by focusing
on longer-term effectiveness. But effectiveness is where direct mail can really deliver. Business decision makers from MarketReach’s research recognise the value of using mail and intend to increase spend in the future. Download the full report here:
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