Blending Physical And Digital
The next two speakers provided compelling evidence for the consumer and brand benefits of mail. First, Amanda Griffiths, Head of Insight and Planning at Royal Mail Marketreach, began by posing the question: In a world that thinks almost entirely about digital, how do you prove that a piece of paper is a great media choice?
The answer lies in proving that mail grabs the attention, engages the reader, and provokes action. Using a number of studies carried out during the pandemic, Amanda outlined the power that mail has, with one finding that 96% of all mail was engaged with during lockdown, up from 91% the year before (JICMAIL, 2020). Mail also has a key role to play in the cost-of-living crisis, with those who are struggling more likely to open and read mail than emails.
“Mail’s physicality is its superpower,” said Amanda. “Physical mail builds a positive perception of a brand – the physical, personal touch that feels human and real. Digital is growing but the world remains physical. Consumers don’t want to be restricted, they want what’s best.”
Echoing the increase in popularity of print with brands, Ben Briggs, Managing Partner of digital marketing agency Join The Dots, spoke about the rise of doordrop use amongst brands. According to Whistl, 2021 saw a 27% increase in the number of new brands entering the doordrop market, while the first nine months of 2022 have seen 256 brands using the medium for the first time.
After outlining the opportunities for the print industry to show what it can do (Sustainability, Innovation, Education, Promotion, ‘Phygital’, Attribution) Ben moved on a demonstration of the non-linear nature of the customer journey using a bag of Opal Fruits distributed around the hall.
“The customer journey isn’t linear and is very dynamic,” he concluded. “Crucially, you need to have a measurement strategy that flexes with it and measures all the touchpoints across online and offline.”
