lady with glasses writing on post-it notes on wall

lady with glasses writing on post-it notes on wall

Mail Marketing Ideas, Research & Insights

Insight is at the heart of all winning marketing strategies. We’ve got a range of research and insights to help you understand the value of mail in connecting your brand with your customers.

Effectiveness starts here

What’s your marketing objective? Is it increasing brand awareness? Growing your customer base? Or, keeping current customers returning? We have research and resources that can help you to stand out and deliver campaigns that achieve outstanding results.

Reports

The Decision Maker Cover

The Decision-Maker: Why mail is the channel for choices that really matter

Find out why mail is the channel consumers turn to when they’ve got a big decision to make. Its unique blend of tangibility, trustworthiness and personalisation means people can rely on mail to give them all the information – and inspiration – they need.

Mail: The Super Touchpoint cover photo

Mail: The Super Touchpoint

A JICMAIL 2025 report. Discover how Super Touchpoints drive brand growth and learn how marketers can leverage them for success. Plus, gain access to an evaluation grid to help you rank your touchpoints and optimise your media plan.

Marketreach report Physically Irresistible

Physically Irresistible

Need a dose of inspiration? Then look no further. Our Physically Irresistible eBook is full of thought pieces written by world-class marketing experts. It also showcases the most creative campaigns from leading brands globally.

Marketreach Landslide report cover in 3d

Landslide: How mail won the General Election

Discover why mail proved the dominant communications channel in what was expected to be the first ‘really digital’ General Election campaign. And why it’s the election medium of the future too. Introduced by Andrew Marr – Journalist, Broadcaster and Commentator.

Mail in the middle report

Mail In The Middle

Find out why the middle part of the customer funnel increasingly complex and how mail can effectively drive better decision making.

report cover - attention advantage of mail

Get the Attention Advantage

Start winning the battle for your customers' eyeballs with our latest free report written with WARC and you'll be lapping up the attention in no time.

JICMAIL Mind the Measurement Gap report cover

JICMAIL Mind the Measurement Gap

Mind the Measurement Gap, produced by JICMAIL in association with the DMA, adds to the ongoing dialogue around marketing effectiveness, providing an invaluable industry perspective on the journey towards full effect campaign measurement.

Marketreach Retail Week Catalogues report

Catalogues: Connecting with consumers. Converting sales.

Our new report, written with Retail Week, explores how catalogues can help retailers engage with their customers and adapt to changing consumer behaviour. Most importantly it shows how catalogues can convert browsers into buyers.

Marketreach report cover - Using mail more sustainably

Using mail more sustainably

This guide, written with the Strategic Mailing Partnership (SMP) was designed to help reduce your carbon footprint by producing more sustainable mail campaigns. whatever business you’re in, you can employ methods the planet will appreciate – and customers too.

Driving effectiveness with direct mail (WARC) report

Driving effectiveness with direct mail (WARC)

In uncertain times, our choice of marketing and communications channels is more important than ever. This report, developed in association with WARC takes a fresh look at what direct mail can offer in today's world.

Marketreach Customer Comms Crossroads report

Enriching the retail customer experience (CX)

‘Digital-first’ is a popular term used among retailers. This whitepaper written by Retail Gazette explores some of the reasons for this and also highlights best practice for retailers looking to reach customers without resorting to digital clutter.

Marketreach Neuroscience and Media report. Why Mail Cuts Through

Neuroscience. Why Mail Cuts Through

Using neuroscience research techniques, experts analysed what happens at a subconscious level when consumers process marketing messages. The report explores how well different media channels are remembered and their impact on customer engagement.

Front cover of the report Programmatic Mail - Marketreach

Programmatic mail guide

Learn more about trigger-based mailing called Programmatical Mail, and the different ways it can help drive sales conversions for your business. See examples and learn how to get started in this guide.

Front Cover of the report Experience is Everything - Marketreach

Is your customer experience missing something

This guide which examines the importance of customer experience and explains what to consider when attempting to influence how your customers’ experience your brand.

Front cover of the report The private life of mail - Marketreach

The private life of mail

Over 18 months, we conducted a series of research projects to understand exactly what that meant for consumers, and what it meant for organisations. Learn more about ‘The Private Life of Mail’.

Front cover of the report the GDPR opportunity with mail - Marketreach

The GDPR opportunity with mail

This free guide outlines some of the key observations from the GDPR, highlights the unique role that mail will continue to play in driving business success and explains how mail provides a welcomed marketing channel.

Front cover of 3 Proven ways to boost your acquisition strategy - Marketreach

3 proven ways to boost your customer acquisition strategy

In light of new regulations and an ever-increasing amount of marketing messages, customer acquisition has become a key challenge for marketers. For the full story of the three proven ways mail can boost your customer acquisition, download our free guide today.

Paper communications – myths and facts Cover

Paper communications – myths and facts

Two Sides, experts in print and paper sustainability have created this report outlining common myths and misconceptions relating to print and paper and gives the true facts about how sustainable print and paper is.

MarketReach report Physically Irresistible

Physically Irresistible

Need a dose of inspiration? Then look no further. The Physically Irresistible book is full of thought pieces written by world-class marketing experts. It also showcases the most creative campaigns from leading brands globally.

View all Reports

Nickable content

Mail drives powerful results

Mail drives results

Response is at the heart of mail’s appeal. It’s a channel that’s noticed and acted upon - and it’s inspiring more and more online journeys.
Mail is all about results. It’s a powerful channel for driving awareness and building strong brands.

Why mail is a trusted medium for consumers

Mail is trusted

In uncertain times, consumers continue to have confidence in mail. It’s trusted among all age groups.

Sustainbility

Mail can be a sustainable choice

Mail is a highly effective media channel and when carefully designed, it can also be a sustainable choice to add to your marketing mix.

Mail works at every part of the customer journey

Mail works at every stage of the customer journey

Whatever your objectives, mail makes a vital contribution. It’s the perfect channel for both activation and brand-building strategies. Whether you’re looking for short-term gains or long-term success, mail delivers throughout the customer journey.

Boost effectiveness with direct mail

Boost effectiveness with direct mail

We’ve provided you with a selection of key takeouts from WARC’s ‘Driving Effectiveness With Direct Mail’ research which really shows how the channel can be a game-changer for businesses.

JICMAIL : Joint Industry Committee for Mail

JICMAIL

JICMAIL (Joint Industry Committee for Mail) provides mail insight to provide comparable data to other media channels and support campaign effectiveness. JICMAIL is owned by the industry, is not for profit and designed to support users with pitching, planning and evaluating mail campaigns.

Voice

Voice

Voice search is fast becoming a major part of our everyday lives. It can now be integrated with mail to create seamless, more convenient customer journeys. Learn more about voice search in our nickable content.

Programmatic mail - customisable, measurable and near-instant

Programmatic mail

Programmatic mail uses data based on a user’s online behaviour to create a personalised piece of direct mail within 24 to 48 hours. It’s a powerful way to remind customers what they could be missing and can significantly boost conversions. Now you can turn abandoned online baskets into sales.

Automation slides

Automation

You can now automate physical mail in the same way as email. And integrating the two channels is a great way to boost response throughout the customer journey. Using CRM platforms like Salesforce, Oracle, Adobe and Iterable your campaigns can be faster, more focused and more integrated than ever before.

Automation and connected experiences are blurring the boundaries between physical and digital

Mail evolves with digital transformation

Digital innovations are transforming every sector – including physical mail. It’s opening up new opportunities, both creatively and in terms of automation. As a result, mail is becoming more agile and more engaging than ever.

Mail measurement and attribution is easier than you think

Mail Measurement and Attribution

Mail has always been highly measurable and the way its performance is tracked continues to evolve. Find out more about mail measurement.

Why mail media is more effective than ever slides

Mail cuts through

The tangibility of mail is key to its effectiveness. It stays in the home and builds powerful relationships between customers and brands. We live in a noisy and fragmented digital world, and the number of channels for reaching consumers has grown. However, mail cuts through like no other channel.

View all Nickable content

Mail Unleashed

Dino Myers-Lamptey and Rory Sutherland

Dino Myers-Lamptey, Founder, The Barber Shop

With mail, you can ramp up creativity and draw out dwell time to make brands stand out. Media expert and The Barber Shop founder, Dino Myers-Lamptey, talks to Rory Sutherland about refining decisions through multiple touch points and post-attention.

Kate Wheaton, Ogilvy One's Head of Strategy and Rory Sutherland on Mail Unleashed set

Kate Wheaton, Head of Strategy, Ogilvy One

"You can browse it, look at it and you can come back to it". Three of the key elements that make mail a unique and irreplaceable part of the marketing mix according to Ogilvy One Head of Strategy, Kate Wheaton. In conversation with colleague Rory Sutherland, the pair discuss how mail can add value to a campaign and target your consumers.

Sayed Hajamaideen and Rory Sutherland

Sayed Hajamaideen, Head of Brand & Marketing at SMARTY Mobile

‘Mail is the only physical, tangible part of our brand that consumers can touch’. Our latest Mail Unleashed episode features Sayed Hajamaideen, Head of Brand & Marketing at SMARTY Mobile, who sits down with our seasoned host Rory Sutherland to discuss how mail can inject life into digital brands.

Nishma Patel Robb and Rory Sutherland

Nishma Patel Robb, Founder, The Glittersphere

Why would a digital giant like Google use direct mail when their entire world is online? In this episode of Mail Unleashed, Nishma Patel Robb, Founder & CEO of The Glittersphere explains how brands can avoid becoming one dimensional with mail.

Natalie Milner, Former Group Membership & Loyalty Director at The AA.

Natalie Milner, Former Group Membership & Loyalty Director, the AA

Natalie Milner - former Group Membership & Loyalty Director, the AA - talks to Rory Sutherland about mail’s role in making sure that customers feel appreciated by brands and how that can be vitally important in consumers’ decision-making process.

Richard Shotton, Founder of Astroten and author of ‘The Choice Factory’

Richard Shotton, Founder of Astroten and author of ‘The Choice Factory’

The science behind what makes consumers do the things they do is truly fascinating. Our latest Mail Unleashed episode sees Richard Shotton, author of ‘The Choice Factory’ sit down with another master of behavioural science, Rory Sutherland. The pair discuss, in captivating detail, how people react to mail, what that means for marketeers and, most importantly, why.

Rory Sutherland interviewing Tash Whitmey, Group Director of Loyalty, CRM, Marketing, Tesco

Tash Whitmey, Group Director of Loyalty, CRM and Marketing, Tesco

Yet another insightful series with Rory! This time, we're excited to welcome direct marketing guru, Tash Whitmey, Group Director of Loyalty, CRM and Marketing at Tesco. Tune in for a wealth of brilliant insights and discover why the tactility of direct mail is the secret sauce in the marketing mix. Plus there's so much more.

Jack Gallon, Executive Creative Director, MBAstack

Jack Gallon, Executive Creative Director, The Gate

Unlock mail’s creative potential in our latest Mail Unleashed episode with Jack Gallon, Executive Creative Director, The Gate. Alongside Rory Sutherland their conversation ignites around the creative freedom mail offers and how it gives you the unique chance to touch every sense.

Seema Kumari, former Senior Marketing & CRM Director at Hearst UK and Rory Sutherland

Seema Kumari, former Hearst UK

Seema Kumari, former Senior Marketing & CRM Director at Hearst UK, sits down with Rory Sutherland to chat about just how powerful mail can be as part of the marketing mix. Including how Programmatic Mail can play a crucial role in complementing other channels.

Ellie Norman, CCO at Manchester United, and Rory Sutherland

Ellie Norman, Manchester United

Watch sporting marketeer Ellie Norman, CCO at Manchester United, sit down with Rory Sutherland to unpack the power of direct mail. They discuss how it can enrich customer experiences, evoke emotions, engage senses and create a lasting impression for brands.

Rory Sutherland interviewing Boots CMO, Pete Markey

Pete Markey, CMO Boots UK

Watch Pete Markey, CMO Boots UK, talk about his personal love for direct mail and its powerful effectiveness that can inject life into your marketing mix.

Tony Miller and Rory Sutherland

Tony Miller, CMO

In this episode of Mail Unleashed, watch Tony Miller (former CMO at WW and Disney), discuss his success using direct mail with advertising legend Rory Sutherland.

Rory Sutherland and Lis Blair, CMO MoneySupermarket

Lis Blair, CMO MoneySuperMarket

The first episode of our Mail Unleashed series, host Rory Sutherland speaks to Lis Blair, CMO at MoneySuperMarket, about their shared love for direct mail and how to truly unleash its full potential. Watch the fascinating exchange.

View all Mail Unleashed

Webinars

DMA webinar The Attention Advantage of Mail

Exploring the impact of mail in an attention scarce world

In the past, marketers believed that advertising impressions worked similarly across all media channels, allowing them to develop reach-based planning for market penetration. The webinar highlights the effectiveness of traditional mail in capturing attention in a competitive environment, demonstrating how it can revolutionise marketing strategies.

Paper vs Pixels – why Mail can be a sustainable choice

It's easy to assume paper-based mail is not as eco-friendly, but did you know all marketing leaves a carbon footprint? In this webinar you’ll gain insight into the sustainability of paper-based mail, and tackle the myths around the Paper vs Pixel debate.

Unlock the Power of Catalogue Marketing

Catalogues are an incredible tool in a marketer’s toolkit. Learn how to use catalogues to capture attention, convert browsers into buyers and keep your brand front-of-mind.

Making a physical impact in a digital world

Making a physical impact in a digital world

People are spending more time at home, so where better to reach them? Watch to see how direct mail truly delivers when it comes to effectiveness.

Reappraising the role of direct mail in driving effectiveness

Reappraising the role of direct mail in driving effectiveness

Learn all about the results of WARC’s study into the impact of direct mail as a lead media or within the media mix.

Screenshot from the webinar "How mail helps to build net promoter score"

How mail helps to build net promoter score

Net Promoter Score (NPS) has become an increasing focus for businesses. Learn how introducing regular mailing campaigns can transform your NPS.

View all Webinars

Keep up to date

Join the thousands of subscribers experiencing the magic of mail. Get creative inspiration, latest innovations, thought leadership and free resources delivered to your inbox monthly.