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Business

Direct mail backed for further growth

Interest in direct mail is expected to rise in 2020 and beyond as marketers and brands continue to look to the medium as a way of reaching out to consumers, according to the Strategic Mailing Partnership (SMP).

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SMP chair Judith Donovan CBE says direct mail must continue to evolve

Board members at the SMP have said that despite sustainability being high on client agenda, mail has a huge part to play in the future of communications, citing innovations such as Partially Addressed Mail as key developments.

Launched in November 2019, Partially Addressed Mail is addressed to a household rather than an individual, using demographics at postcode level. This enables mail to be targeted using demographics rather than personal data.

Figures from the JICMail suggest 88% of partially addressed mail was read, filed opened or set aside for later, while 28% resulted in a commercial action such as buying, donating or using a coupon.  

SMP chair Judith Donovan CBE says it was critical that the industry continues to evolve alongside the digital sector, citing Partially Addressed Mail as one way of keeping direct mail relevant in the modern world

“Mail is a long-established, trusted channel and unlike email, it won’t get lost in your inbox,” Donovan says, adding: “There is a real opportunity in 2020 to increase the share of the marketing spend and present customers with an excellent ROI.”

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