IAB: Marketers Misunderstand Cookieless Measurement, Unprepared For ‘Blackout’ (mediapost.com)

For the generations that grew up on Blue’s Clues, mail time is pretty few and far between these days. As a Gen Z/millennial “cusper,” Emily Loof, development and marketing manager at education nonprofit Colorado Youth for a Change (CYC), said she’s pushed for an increased use of direct mail in her current and past roles. Since last year, she said CYC has “about doubled” its direct-mail marketing budget. In addition to seeing increased donations, Loof said she’s also received feedback that indicates younger people may be itching for more things in their mailbox. One person “tagged our organization on Facebook and said, ‘This is so cool. Like, I never get letters from people that I donate to,’” she told us. Given growing data-privacy concerns, clutter in online advertising, and demand for brand authenticity, some marketers we spoke to said the best way to reach younger consumers could be through some good ol’ fashioned snail mail.

Covid-19 has changed consumer behaviour – perhaps forever. People are spending more time at home and this trend is set to continue. The way we consume media and the way brands build trust and drive customer action has also changed. It has never been more important for brands to build deeper, more engaging relationships with their customers. The latest insights, from Royal Mail Market Reach and JICMAIL, reveals the vital role physical mail is playing in a disrupted media landscape. During the initial lockdown, a record 96% of all mail was engaged with. Frequency of exposure to mail was at its highest ever recorded by JICMAIL and mail-driven online behaviour has increased by 70%*. The free guide is packed full of insight, stats, infographics, useful content, resources and tips on how to deliver effective and measurable direct mail campaigns to drive ROI for your business.

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