Direct mail – a ‘Super Touchpoint’

Any channel has the potential to be a ‘Super Touchpoint’ but the case for direct mail is particularly compelling according to a recent report from JICMAIL, which provides audience measurement data for mail and door drops.

Super Touchpoints, JICMAIL says in Mail: The Super Touchpoint, are those that ‘enable marketers to unlock moments of magic to create comms with exceptional cut-through and disproportionately effective results’.

While the report focuses on advertising mail, it highlights the channel’s strengths in attracting attention, starting conversations, and deepening relationships. All of this holds just as true for charities as it does businesses and shows just how powerful mail is for building awareness as well as prompting action for good causes.

Here are some of the report’s key stats:

• Direct mail scores an engagement rate of 96%

• The attention span for direct mail is 134 seconds

• The average lifespan of mail is 7.77 days

• People interact with an item of mail on average 4.12 times

• Mail is the most trusted media among 18-34-year-olds

• On average, a piece of warm direct mail is engaged with by 1.13 people per household

• 17% of warm direct mail prompts a discussion

• 12% of warm direct mail drives a website visit

• In 2023, 8.4% of people bought something or made a payment or donation as a result of mail received – up 35% on 2022’s figure of 6.2%

With results like these, it’s a channel well worth integrating into the marketing and fundraising mix.

To learn more about mail’s benefits for charities, including how it could help your organisation reach new supporters, and better engage those you already have, get in touch with Suzanne.