Who's mailing what?

As we know direct mail is experiencing something of a resurgence.  

Since the beginning of the pandemic direct mail has risen up the ranks to become one of the most trusted forms of advertising by consumers and the latest JICMAIL figures reveal that engagement levels have also increased.  

Unsurprisingly, therefore we are seeing increasing numbers of new brands come to the medium, attracted by the benefits that the mail provides, but also by the financial incentives provided by Royal Mail. We are also seeing brands that transitioned to digital coming back once again and including mail media in the mix, as well as existing users test new formats or increase volumes. 

For any marketers looking for inspiration for their next mail campaign, if you haven’t already, go and have a look at https://www.whosmailingwhat.com. Whilst it hails from across the pond it is the world’s largest collection of direct mail and contains an astounding wealth of information! The database contains more than 130,000 mail pieces and 13,000 mail pieces are added every month.  

Whilst the ability to mine the data is accessible only by a paid for subscription, the free resources provide evidence-based insights such as how to make postcard mailings more effective through to what colour envelopes achieve the best open rates. 

Go and have a look!