Partially Addressed Mail

Reach relevant new audiences, even if you don’t have a rich database. Partially addressed mail uses postcode data to target the right audience for your brand.

What is Partially Addressed Mail and what are its advantages?

Partially addressed mail is a highly targeted way to reach new customers, even without comprehensive data. Instead of addressing mail to individuals, you can target small groups of households based on their postcode.

Optimised and effective

There are two key methods of using postcode data. You can target people in postcodes where you already have customers, known as ‘topping up’. Or you can go for ‘lookalikes’: postcode areas which are similar to those where existing customers live. Blending both methods gives you wide, high-quality coverage.

Although it’s not personally addressed, you can still add engaging touches relating to people’s interests. Salutations like ‘Dear Book Lover’ or ‘Dear Delicious Baker’ can make your mail feel more relevant and boost response.

Partially addressed mail has a high engagement rate of 91%, and customers typically look at it 4 times. Because it doesn’t require personal data, partially addressed mail offers marketers a smart, cost-effective way to expand their customer base.

91% of Partially Addressed Mail is engaged with

Source: JICMAIL Q2 2017 - Q4 2020

28% of Partially Addressed Mail drives commercial actions

Source: JICMAIL Q2 2017 - Q4 2020

Partially Addressed Mail is interacted with 4 times on average

Source: JICMAIL Q2 2017 - Q4 2020

Want know more about partially addressed mail?

Download our guide to partially addressed mail.

Read more

Keep up to date

Don’t miss out on the latest news, research and creative inspiration. We’ll let you know as soon as new guides, reports and other resources are available.

You must provide your first name
You must provide your last name

Royal Mail Group would like to keep in touch with you about our products, services and offers that might interest you. By clicking submit below you acknowledge that we may contact you by post, telephone, email and text message. If you DO NOT want to hear from us by any or all of these means, please tick the relevant box(es) below:

We may contact you by post
we may contact you by telephone
we may contact you by email
we may contact you by SMS
We may, on occasion, still need to send you important service messages. Royal Mail Group takes your privacy and security very seriously. For more details please read our Privacy Policy.