Amanda Griffiths, Head of Insight and Planning at Royal Mail Marketreach, began by posing the question: In a world that thinks almost entirely about digital, how do you prove that a piece of paper is a great media choice?
The answer lies in proving that mail grabs the attention, engages the reader, and provokes action. Using a number of studies carried out during the pandemic, Amanda outlined the power that mail has, with one finding that 96% of all mail was engaged with during lockdown, up from 91% the year before (JICMAIL, 2020). Mail also has a key role to play in the cost-of-living crisis, with those who are struggling more likely to open and read mail than emails.
“Mail’s physicality is its superpower,” said Amanda. “Physical mail builds a positive perception of a brand – the physical, personal touch that feels human and real. Digital is growing but the world remains physical. Consumers don’t want to be restricted, they want what’s best.”
Amanda Griffiths is Head of Insight and Planning at Royal Mail Marketreach, the marketing authority on commercial mail, where she champions Direct Mail and its continuing power as a modern media channel for brands in the digital age. She joined MarketReach 7 years ago after a long-long agency career as a Communications and Strategic Planner.
After earning her MBA from The Wharton School she spent 10 years working with leading US ad agencies. When she came to the UK, her interest in brand strategy, customer insight, audience targeting and effectiveness naturally led her to the next phase of her Planning career with below-the-line agencies including Carlson, Kitcatt Nohr, Proximity and MRM McCann where she has worked on nearly every category possible.
Amanda’s wide-ranging experience of markets and marketing has been the ideal preparation for her role at Marketreach, providing evidence of mail’s effectiveness to get brands and businesses excited about mail’s creative and strategic possibilities, innovations and opportunities.
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