Print marketing is seen everywhere. You see print plastered to billboards, on the sides of buses, or you might be given a brochure or a flyer at a store or even a business card handed to you at an event.
Print integrates into day-to-day moments of our lives while we are out living them. But let’s take a second to talk about mail, the often-overlooked piece of print marketing that enters our homes.
The measurability of mail
Until recently, mail was a channel that lacked data to back up its impact. It has had to rely on the ‘story of mail’, the tales of how your friend’s mum’s cousin once took a leaflet into Woolworths to purchase her new hairdryer. Well, not anymore.
Thanks to JICMAIL data, we are able to track the extent mail is opened, read, kept and shared across all mail types for multiple sectors and audiences.
As our Marketing Manager, Rob Flannery puts it:
“Modern marketing is incredibly focused on performance metrics; it is how brands can prove that their invested budget has been worthwhile or identify where not to invest again. It is how managers can grow budgets for future campaigns, earn buy-in for creative ideas and generally speaking, allow marketers to market.
JICMAIL has given mail the data to prove the channel’s true worth, we can now measure the life of advertising mail, and the many ways its recipients are engaging with it, as well as how it drives digital action.”
What this means for brands is that mail can now be measured, tracked and built into the same reports that include social media, PPC, email marketing, etc. This builds a new layer of measurable depth to a brand’s campaign. Rob adds:
“Mail has re-earned its right to sit back at the marketing table amongst the digital channels.”
