You didn’t return any results. Please clear your filters.
24 August 2021
Direct mail boosts post-lockdown footfall
Direct mailUnited Kingdom
Direct mail and door drops helped drive UK consumers back into brick-and-mortar retail stores as lockdown restrictions eased in Q2, new research suggests.
Why it matters
Rising direct mail (+51% year on year) and door drop (+181%) volumes were driven in part by local elections and COVID-related messaging from the NHS, but JICMAIL data (diary-based and captured from a panel of 1,000 households every month) also notes a significant growth in the effectiveness of mail in driving consumers into stores.
At a time when more people have been working from home and supporting local businesses, direct mail can play a unique role in directing consumers towards particular stores.
1.4% of all mail had a footfall effect in Q2 – representing a year-on-year growth in effectiveness of +71%.
2.1% of all mail prompted a voucher redemption (+28% year on year).
Mail’s effectiveness at driving consumer traffic to advertiser websites was sustained at a level nearly six times greater than its footfall effects.
The average piece of direct mail was interacted with 4.4 times on average in Q2, and shared with 1.14 people per household – boosting mail campaign reach by 14% and generating ad impressions over four times greater than the mail volumes delivered.
Door drops recorded an average frequency of 2.99 and item reach of 1.06.