Why direct mail gets a 96% engagement rate during the pandemic

According to a recent survey by Royal Mail, direct mail has increased it's engagement rate significantly over the past 12 months.


As marketing budgets get slashed physical mail ROI has increased

In times of crisis marketing budgets are often the first to get cut, whether you think this is right or wrong is immaterial - it's what happens. 2020 saw a dramatic switch to digital media consumption - as people in lockdown used on demand streaming services for entertainment. But the research by Royal Mail MarketReach has outlined the impact of lockdown and the changing role of mail in the new norm.

Download Mail Matters More Than Ever


It started with No 10

58% of people surveyed remembered the Prime Minister's letter - but further investigation revealed whatever the message from appointment reminders to promoting online purchases, mail continues to play a key role in the mix.

The data reveals that physical mail has performed more strongly than ever in terms of consumer engagement. 96% of all mail was engaged with* during the pandemic, with the biggest rise among people aged 18 to 34.

Physical mail also builds trust, and crucially in these times of rapid digitalisation, it’s helping drive more and more consumers to online channels. There’s been a 70% year-on-year- increase in online traffic driven by mail.*

*Based upon Royal Mail MarketReach, Coronavirus Research, Trinity McQueen 2020 2 Gartner Annual CMO Spend Survey 2020. 3 Deloitte 2021 Global Marketing Trends.

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