In a 2021 study by Statista, 34 percent of businesses invested 21 to 40 percent of their marketing budget on email marketing. However, according to the groundbreaking JICMail study on direct mail companies’ effectiveness in capturing consumer attention, this might not be the most efficient way to communicate with your customers.
Let’s take a look at how good old business mail compares to email when it comes to “mail attention.”
Time Spent With Regular Email vs. Business Mail
According to JICMail’s May 2023 study, The Time We Spend with Mail, the average person will spend a whopping 150 seconds with a piece of business mail over the course of a month.
This might not sound like a lot, but when you compare it to the 10-second average spent viewing emails, it starts to look like a much more effective way of capturing your audience’s attention.
Plus, we’ve got to keep in mind that consumers are much more likely to come back to a piece of business mail after a period of time, translating to more time for the recipients to connect with the brand’s messaging and offers. Meanwhile, emails get sent to the trash or junk bin in a click—if they are even opened at all.
But how does this compare when it comes to conversion rates? Does the extra 140 seconds make that much of a difference for your ROI?
“Attention Efficiency”: Business Mail Wins Again
When it comes to “attention efficiency,” business mail takes the crown, hands down. The study found that capturing one minute of consumer attention costs £0.13 with business mail, which is much more efficient than the £0.19 per minute through social display and £0.15 per minute through desktop display.
In other words, mailing companies can help you get more bang for your communications buck, saving money and ensuring your audience is engaged and attentive.
Business Mail Drives Long-lasting Digital Leads
Aside from being a more effective method of driving commercial action than email, findings show that effective business mail strategies resulted in consumers spending up to as much as 5 minutes on their respective digital platforms (i.e., websites, social media, etc.).
This is important for a number of reasons:
- Brand Immersion: These 5 minutes offer brands a unique opportunity to immerse consumers in their world. And it really doesn’t compare to the average 52 seconds spent on a website!
- Data Collection: The longer consumers stay engaged, the more data you can collect about their preferences, behaviour, and interests. This data is invaluable for tailoring future marketing efforts and creating personalised experiences.
- Brand Loyalty: Captivating your audience for extended periods can potentially turn one-time users into long-term advocates.
Now, let’s zoom out and look at the bigger picture: your marketing strategy. The JICMail study has given us valuable insights, but how can you apply these insights to your communications plan?
Integrating Business Mail into Your Communications Mix
When it comes to business mail vs. email, it’s not about replacing your existing strategies but rather enhancing them. Integrating mail companies into your communications strategy can complement your digital efforts, creating a holistic approach that engages your audience on multiple fronts.
Ready to make your business communications more impactful and efficient? Contact us to start planning your business mail communication today and discover how it can transform your approach to capturing consumer attention and driving real results.
