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8% of direct mail items lead to a website visit
12 April 2021
8% of direct mail items lead to a website visit
Direct mail United Kingdom

Direct mail can help drive digital action from consumers, with 8% of business mail and addressed mail causing the household to visit the sender's website. This is according to data from UK mail media industry body JICMAIL.

Why it matters

Advertising spend in direct mail has fallen for seven years in a row in the UK, with 2021 seeing a mild 0.1% increase. Brands may be under-investing in the medium, though, as direct mail is more effective than marketers perceive.

Takeaways

  • Direct mail has seen growing levels of engagement as a result of coronavirus stay-at-home orders.
  • Potential creative...

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