ELMA Europe is highlighting a fascinating new report from JICMAIL: "Mail: The Super Touchpoint".
This report makes a strong case for re-evaluating the role of mail in today's marketing landscape, contending that in a world saturated with digital noise, mail can act as a "Super Touchpoint" to unlock exceptional cut-through and effective results.
Here are a few key takeaways from the report that we found particularly insightful:
• Mail commands significant consumer attention. On average, direct mail captures 108 seconds of attention, significantly more than most social display advertising. This provides a valuable opportunity to connect with your audience in a meaningful way.
• Mail deepens customer relationships. As a channel with a long history of leveraging customer data, mail is adept at driving interaction, website visits, and even physical store footfall from existing customers. Programmatic mail even offers solutions to plug abandoned shopping cart revenue gaps.
• Mail ignites household conversations. It consistently ranks as number one for prompting discussions among Direct Mail, Door Drops, Business Mail, and Partially Addressed Mail. This highlights its power to generate valuable word-of-mouth marketing.
• The report introduces the concept of Super Touchpoint Planning, encouraging marketers to identify and evaluate media channels based on their ability to harness audience insight, creativity, emotional connections, sensory experience, trust, synchronized communication, and targeting capabilities, ultimately aiming for disproportionately effective outcomes.
The report emphasizes the availability of independent planning and measurement data for the mail channel through JICMAIL, encouraging marketers to adopt a data-driven approach.... It even provides a Super Touchpoints checklist to evaluate different touchpoints.
Interested in learning how mail can become a Super Touchpoint in your marketing strategy?
You can explore the full "Mail: The Super Touchpoint" report from JICMAIL to gain a deeper understanding of these findings and how they might apply to your campaigns.