It’s been a year like no other, but in this Covid-disrupted world, two of our core activities – Doordrops and Mail – have reaffirmed both their importance and effectiveness.
A record 96% of all mail was engagedwith during lockdown. The biggest rise in engagementwas amongst 18-34 year olds. The average mail itemwas interactedwith 4.5 times. Digital marketers take note – therewas a 70% year-on-year increase in online traffic driven bymail. 72% of people thought mail was the rightway for the government to communicate.
Doordrops deliver during lockdown…
Mail is enhancing its effectiveness as patterns ofworking and living have shifted during 2020. Remote working – mainly from home – is part of the new normal, and physical mail is an important part of that landscape. Recent research reveals the extent to which mail is anticipated, revisited, shared, trusted, retained and acted upon – now, more than ever. “Print had near universal reach during lockdown, which no other medium can match especially for the older demographic who are less digitally connected. It is really encouraging to see that the greatest rises in engagement came from the 18 to 34 age group which should give marketers something to think about when looking at the best ways to engage with them.” commented Melanie Davall, Whistl Director of Marketing & Communications. …whilst Mail matters more than ever
The ‘stay home’ message has had a significant impact on the latest statistics for doordrops (see panel). This data from JICMAIL – the gold standard industry audience measurement body – is reinforced by our own findings. Indeed, some of our doordrop clients experienced some of their best ever results during lockdown including: • A furniture retailer increased online sales by 11% by using doordrops, whilst their stores remained closed. • A charity received £37K in donations from phone calls alone in the first week of their doordrop campaign. • A food company exceeded forecast response by 40% in the first weeks of their doordrop campaign. ‘2020 has been an extraordinary time in so many ways, not least in terms of media consumption’, commented Mark Davies, MD of Whistl Doordrop Media. ‘With a nation at home, the latest JICMAIL data informs us that all mail channels benefited in terms of reach, frequency and longevity in the home. This backs up the compelling results we are seeing from client campaigns that are live now, indicating that there’s no better time to be planning a doordrop campaign’.
Doordrops during lockdown
YEAR -ON- YEAR FREQUENCYOF EXPOSURE UP 15%TO 3.19
LIFESPAN UP 16% TO 6.9 DAYS
80% of people remembered a government mailing.
Buying response rates up 50% from 2% to 3%
SOURCES : ROYAL MAIL MARKETREACH, CORONAVIRUS RESEARCH, TRINITYMCQUEEN 2020 JICMAIL, Q2 2020
4 Whistl Magazine • Winter 2020
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Whistl Magazine • Winter 2020
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