How to Measure The Effectiveness of Direct Mail Campaigns

Data holds the key to proving ROI of direct mail and why it should be in your marketing mix

The average person is signed up around 12 email marketing lists, according to figures from the DMA. Given that so many of us are working from home at the moment, however, that figure is likely to be a good deal higher.

So, it’s probably not the best idea to add further to people’s bulging email inboxes right now. If you do, there’s a good chance your message will go unread.

With so many people spending so much of their lives online at the moment, marketers are taking it ‘old school’ and re-embracing print marketing – in particular, direct mail – to drive engagement and sales.
 

The average person is signed up around 12 email marketing lists, according to figures from the DMA. Given that so many of us are working from home at the moment, however, that figure is likely to be a good deal higher.

So, it’s probably not the best idea to add further to people’s bulging email inboxes right now. If you do, there’s a good chance your message will go unread.

With so many people spending so much of their lives online at the moment, marketers are taking it ‘old school’ and re-embracing print marketing – in particular, direct mail – to drive engagement and sales.
 

Adding direct mail to the marketing mix

It’s important to show your customers that you’re still operating as a business – but you don’t want to add to the deafening “noise” of content that is out there currently.

Direct mail can be both more personal – due to the fact it’s going through the recipient’s letterbox – and less intrusive than email, as it can sit on the side until the recipient has the time or inclination to open it. Whereas an email will sink down the recipient’s inbox like a stone unless it immediately grabs their attention.

If you’re planning to add direct mail into the marketing mix during the pandemic – or any time for that matter – it’s crucial that you’re measuring its effectiveness, with a view to tweaking and improving it for the next time.
 

Adding direct mail to the marketing mix

It’s important to show your customers that you’re still operating as a business – but you don’t want to add to the deafening “noise” of content that is out there currently.

Direct mail can be both more personal – due to the fact it’s going through the recipient’s letterbox – and less intrusive than email, as it can sit on the side until the recipient has the time or inclination to open it. Whereas an email will sink down the recipient’s inbox like a stone unless it immediately grabs their attention.

If you’re planning to add direct mail into the marketing mix during the pandemic – or any time for that matter – it’s crucial that you’re measuring its effectiveness, with a view to tweaking and improving it for the next time.
 

Bringing measurement in line with digital metrics 

Direct mail has been around for much longer than any of us. So, it’s perhaps unsurprising that the barometer with which many marketers measure the effectiveness of the channel has become somewhat outdated – especially when compared to other media. 

The Joint Industry Committee for Mail (JICMAIL) was created to provide planning metrics to help marketers plan more efficient and effective campaigns, and also provide a common language (of reach, frequency and impressions) in line with other media in the marketing mix. 

Hands holding direct mail

Bringing measurement in line with digital metrics 

Direct mail has been around for much longer than any of us. So, it’s perhaps unsurprising that the barometer with which many marketers measure the effectiveness of the channel has become somewhat outdated – especially when compared to other media. 

The Joint Industry Committee for Mail (JICMAIL) was created to provide planning metrics to help marketers plan more efficient and effective campaigns, and also provide a common language (of reach, frequency and impressions) in line with other media in the marketing mix. 

Launched in 2018, JICMAIL already delivers industry-standard audience measurement data for advertising mail and door drops to some of the biggest brands in the UK including Tesco, Sky and British Gas, enabling them to measure the true value of their efforts. 

Some of the key data points provided by JICMAIL include frequency and interaction by mail type; interaction by content type; length of mail commercial effects and mail lifespan. 

It’s well worth checking out their white paper, ‘Harnessing the power of JICMAIL to measure the true effects of mail’, which is based on a roundtable of some of the industry’s biggest players including PwC, Royal Mail and the IPA. The recommendations provided within will help you measure the effectiveness of your direct mail campaigns more accurately, and might just unlock new wins. 

It might also help you to dispel some old assumptions you currently hold about direct mail. For instance, the research found that 17-24 year olds interact with mail order DM 3.47 times a month on average – that’s much more often than some older target audiences.

Launched in 2018, JICMAIL already delivers industry-standard audience measurement data for advertising mail and door drops to some of the biggest brands in the UK including Tesco, Sky and British Gas, enabling them to measure the true value of their efforts. 

Some of the key data points provided by JICMAIL include frequency and interaction by mail type; interaction by content type; length of mail commercial effects and mail lifespan. 

It’s well worth checking out their white paper, ‘Harnessing the power of JICMAIL to measure the true effects of mail’, which is based on a roundtable of some of the industry’s biggest players including PwC, Royal Mail and the IPA. The recommendations provided within will help you measure the effectiveness of your direct mail campaigns more accurately, and might just unlock new wins. 

It might also help you to dispel some old assumptions you currently hold about direct mail. For instance, the research found that 17-24 year olds interact with mail order DM 3.47 times a month on average – that’s much more often than some older target audiences.

Final word

Marketers are increasingly turning to traditional channels like direct mail as a way to cut through the online noise. But if their efforts are to deliver a pay-off for the business, they need to ensure they’re effectively measuring and improving their campaigns.

While the tried-and-tested means of measurement hold some value, the more granular you can get with your data, the more effective your campaigns will ultimately prove to be. 

Trust us when we say that, once you measure direct mail by the same metrics as other media in the marketing mix, you’ll be surprised just how effective it can be as a tool to speak to your customers. 


 

Data charts on tablet

Final word

Marketers are increasingly turning to traditional channels like direct mail as a way to cut through the online noise. But if their efforts are to deliver a pay-off for the business, they need to ensure they’re effectively measuring and improving their campaigns.

While the tried-and-tested means of measurement hold some value, the more granular you can get with your data, the more effective your campaigns will ultimately prove to be. 

Trust us when we say that, once you measure direct mail by the same metrics as other media in the marketing mix, you’ll be surprised just how effective it can be as a tool to speak to your customers. 


 

printing machine printing a colour patter
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