Direct mail engagement soars as market bounces back

direct mail n2Just days after it was revealed the direct mail market was bouncing back from a Covid wipe-out, new research shows engagement levels have soared as tens of millions of Brits spend more and more time at home.

According to figures released by Royal Mail and Trinity McQueen, consumers have engaged with 96% of all mail during lockdown, with 88% reporting they have paid as much or more attention to door-drops than before ever before, interacting with each item 4.5 times on average.

It also claims that the number of people prompted to go online by direct mailpack also increased, up 70% year-on-year, although it does not provide the previous figure.

The direct mail resurgence spans all age groups, with young people – those aged 18 to 34 – particularly keen and accounting for nearly a quarter (24%) of all people engaging with their missives during lockdown.

The study reinforces figures released in August by Jicmal and Whistl, which revealed huge rises in both viewing frequency and interaction for direct mail and door-drops.

Royal Mail MarketReach head of communications planning Amanda Griffiths said: “The pandemic has meant that home has become and will remain an important and safe place for people, creating the ideal environment for them to engage with direct mail more deeply than ever. Now is the perfect time for brands to deepen their customer relationships and drive revenue through mail.”

Last week, Royal Mail reported that in H1 direct mail volumes were down 49% as customer marketing campaigns were delayed or cancelled, with revenues plummeting 47.8% to £160m as a result. However, it insisted volumes had bounced back in recent months.

The research coincides with Royal Mail beating off Amazon to land the Department of Health & Social Care contract to deliver additional Covid-19 test kits to households across the UK, seven days a week.

Dubbed “Operation Moonshot”, under the scheme 215,000 home testing kits will be delivered each day in an initial one-year contract worth £550m.

The contract will run alongside Royal Mail Group’s existing agreement to deliver test kits to and collect them from care homes, regional test centres and priority postboxes, a role it has carried out since April 2020.

Royal Mail recently announced expanded collections of completed test kits from over 15,000 priority postboxes, and this service will now cover Sunday collections too. The postal operator has also increased the number of priority postboxes in its network that have collections 6 days a week to over 35,000.

Chief commercial officer Nick Landon said: “Since April, we have played a crucial role in delivering and collecting millions of test kits from care homes, test centres and our network of priority postboxes before returning them to labs to help the country’s fight against the coronavirus pandemic.

“Now, the Government has asked us to play an equally important role in home deliveries for customers who request a test kit through the NHS. We could not be prouder to support the Government’s fight against the pandemic. All of our posties know that when the country asks, we deliver.”

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