Mail Matters

Go back 17 Mar 2021

Mail Matters More Than Ever

A new report from Royal Mail outlines the vital role that physical mail is playing in today’s Covid- disrupted landscape.
In its report, Royal Mail states that during the first lockdown a record 96% of all mail was engaged with. Frequency of exposure to mail was at its highest ever recorded, and mail-driven online behaviour has increased by 70%.

The pandemic has changed consumer behaviour – perhaps forever. People are spending more time at home – they have more opportunity to open and analyse the mail that they receive. And this is not just a passing phenomenon. All indicators point to people working-from-home far more frequently than before the pandemic struck.
Put simply, mail is establishing itself – or re-establishing itself – as the channel for today. Other key findings from the report include:

  • The average item of mail is interacted with 4.51 times and reach is up 4%: both metrics are at their highest level ever
  • It’s not just older age-groups that are responding more to mail. The biggest rise in engagement with mail came from people aged 18 to 34 – potentially because of the relative novelty of receiving post

When it comes to advertising, it is not a case of using either mail or digital. Print plays a major role in driving consumers to digital – the report states that when primed by mail, people spend 30% longer looking at social ads.

‘In home’ is set to be a major part of our future, and businesses will need to work hard to reach out and stand out.
We are providing mail delivery solutions for businesses of every size, helping to drive down postal costs and delivering a bespoke service for senders of advertising mail, transactional mail, magazines, publishing and more. Whatever you’re sending, we’re ready to assist you in taking full advantage of this post-pandemic mail renaissance.