8% of direct mail items lead to a website visit

An overview of commercial actions taken when direct mail items are received.

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.

This drops to just 2% for door drop items, though, which suggests targeted and addressed mail performs better.

Door drops, however, have seen growing levels of engagement as a result ofcoronavirus stay-at-home orders. The share of items that led to a discussion with someone else in the household rose from 7% in Q2 2019 to 12% in Q2 2020....

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