New research from Joint Industry Committee for Mail (JICMAIL) has revealed what our clients have known for a while: partially addressed mail (PAM) is a powerful new tool in the marketer’s toolkit. The stats prove that print marketing shouldn’t be underestimated in this increasingly digital world, especially post GDPR.
PAM stays compliant by using postcodes rather than personal data to target households, often using tailored salutations to seem personalised. So, someone moving into a new house might receive a pack addressed to:
Happy Homeowner
123 House
Short Street
London
LS1 1AA
JICMAIL found that for every 100 people reached through PAM, 10 other people in the same household will see the mailed product.
On average, people interact with PAM items nearly four times over a 28-day period, and PAM items live in the home for 7.2 days.
Homeowners have the highest interaction rates with PAM, followed by retired people, families, millennials, and wealthy “A” social groups; luckily for advertisers, it seems hard-to-engage audiences are often open to partially addressed mail.
PAM isn’t just engaging – it’s effective. Over a quarter of PAM items result in a suggested commercial action being taken, proving more effective than direct mail (31%) and door drops (10%).
PAM also benefits from being aligned with a digital strategy, with 14% of recipients going on to visiting the sender’s website.
At Edit, we’ve seen incredible results using PAM as part of an integrated strategy, seeing response uplifts of up to 403%.
Sure, that’s probably helped by our rich history of performance marketing, layered with our vast experience in deriving insight from data and our cutting-edge planning tools, but it’s still an impressive stat!
If you’re curious as to how partially addressed mail could work for your brand, get in touch – we’d be happy to guide you through the process, and our integrated delivery model means we can take you all the way from your brief to your customer’s door.