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Our senses are assaulted daily with hundreds of digital, animated, visual and audio communications. In the past 10 to 15 years, there have been very strong preferences and trends emerging from the marketing, advertising and media sectors, as social and digital dominate media plans.

At An Post Commerce, we know the results that direct mail media can generate for SMEs, corporates and agencies in a data-driven terrain. However, we knew the benefits of direct mail had to be communicated to the business community and, importantly, we required evidence to support what we know, in our expertise.

That is why this year we commissioned Kantar, a globally respected research, data and insights consultant, to undertake an extensive research survey across a national representative sample on the impact and effectiveness of direct mail media.

Kantar’s survey reports the resurgence in popularity of direct mail media. More importantly, its impact and effectiveness in directly engaging with consumers today is clearly evident. We can see that:

• Direct mail media consistently outperforms digital ads, drives consumers to act and improves brand recall by 70%.
• Advertising via Addressed items is most likely to drive higher spend.
• Addressed items via the post remain the most preferred medium for advertising, and has increased its standing significantly since 2017. 56% like this medium versus 43% previously.
• Trust in mainstream media has rebounded in 2019, with increases across the board. Postal items has seen the largest increase (up 13% to 40%) and is now second only to radio.

The Joint industry Committee for Mail (JiCMAiL), a UK-based organisation that delivers industry-standard audience measurement data for advertising mail and door drops, reports similar evidence. Specifically, across the lifetime of direct mail media from the time of door drop into households, JiCMAiL research shows:

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• On Day 1, 65% of direct mail media are read, looked or glanced at;
• By Day 7, 45% are discussed with someone else;
• By Day 14, 22% prompt website visits;
• By Day 28, 14% of direct mail media are still live in the home, i.e. not discarded.

In summary, direct mail media is reclaiming a larger share of the marketing mix – and so it should. Astute marketers and media buyers are using the power of direct mail media to drive website traffic, increase digital imprints, generate inbound sales and marketing enquiries, as well as raising brand awareness.

Direct Mail Media has the power to cut through the clutter of over 80,000 thoughts we experience daily, and An post Commerce has the expertise to deliver this.

An Post Commerce Services

Publicity Post

An efficient, cost-effective and GDPR-compliant way of getting your message directly to potential customers, delivered with the morning mail. What’s more, it means your sales message is read at a time when customers are more receptive, allowing you to increase your impact, your customer base and your sales.

• Access to 1,618,300 mailing addresses nationwide.
• Quality delivery over a five- to seven-day period.
• Low costs – from as little as 9c (ex VAT 23%) per item.

AdMailer

AdMailer lets you create hard-working campaigns aimed precisely at your audience, and delivered by their post person.

• Create your own mailing, or choose from a range of professionally designed campaign templates.
• Audience filters for demographic refinement such as affluence, family cycle and more.
• Print and delivery within three working days (from only €0.94 per item).

To find out more, email us today at mail.media@anpost.ie or visit anpost.com/MailMedia.