The Edit Blog

Why you need data-led print marketing this winter

ARTICLE BY Ben Briggs
READ TIME: 3 mins
25th September 2020

With more people working from home again, now is the perfect time to generate excellent ROI on print marketing campaigns. New audiences are interacting with and engaging with media such as direct mail, door drop and partially addressed mail as they spend more time in their houses. JICMail’s latest release, looking at results over lockdown, shows this.

But as these uncertain times put the market, and the way your audience interacts with marketing, in flux, you need a strong understanding of your customer data to understand how best to reach them. Know this and, as JICMail’s results broadly suggest, print media marketing will offer an excellent opportunity in the months ahead.

The Q2 data release from JICMail reveals how consumers interacted with their mail over lockdown. More time at home has meant huge increases in how much consumers interact with and share their mail, and consequently the length of time mail stays live in the home.

Lockdown changes different demographics’ engagement with media

The latest government announcement means there will be less opportunity to target audiences on their commute or in city centres. As well as the retired demographic, who are home during the working week, there is now a greater opportunity to target large proportions of other audiences – such as young singletons, multiple children households, working parents, young professionals and more. The latest JICMail release proves these audiences are interacting more across all mail, as well as the lifespan of mail, showing an upward trend across these new audiences.

Perhaps the most surprising change came in the lifespan of mail among the higher affluent segments, with the ‘A’ group showing that mail retention had increased by a massive 44 per cent quarter-on-quarter.

Mail retention increased by 44 per cent within the ‘A’ group

Interaction frequency has increased across genders by around 5 per cent when comparing against the previous quarter and by around 13 per cent when compared against the same quarter in 2019. Lifespan has increased by around 10 per cent and 15 per cent when looking at the same measures.

When it comes to age demographics, the biggest shift in interaction was in the 25-34 age band with a 10 per cent increase compared to the previous quarter. For lifespan, both the 25-34 and the 45-54 age segments showed the biggest quarter-on-quarter change with increases of 15 per cent and 18 per cent respectively.

Let data lead your media strategy

How do you know if this affects your brand and how can you use this to build an effective print media strategy? Intelligent Data. Edit had success using data to understand what channels to reach your audience with and delivering data-led media campaigns through lockdown. For example,

It’s this audience understanding that allows forward-thinking companies like pet care company Mars to change their business model to direct commerce. Working with Edit, Mars have introduced a subscription model for their products and seen great success.

Print, and letterbox media specifically, benefit from tangibility, creativity, granular targeting, and the benefit of being delivered directly into consumers’ homes. As JICMail found in Q2, more people staying at home drives a huge increase in interaction frequency. The precision targeting of these channels means they can be easily be connected to run in tandem with other channels, such as addressable TV.

Use your consumer data to make the best decisions and focus on what matters most. The stats prove that print marketing could deliver strong returns, especially with the news that working from home is going to continue to be the norm for a while longer yet.

Edit can do this for you. We’ll help you make sense of your customer data and use it to build an effective media campaign. Contact us to find out how we can help you.