Published January 24, 2024
4 min read

What is Partially Addressed Mail?

Partially Addressed Mail is a service provided by the Royal Mail that involves sending mail items to specific households or businesses without naming an individual recipient. Instead of addressing the mail to “John Doe,” it might be addressed to “The Householder” or “The Business Owner.” This approach respects the privacy of individuals while still allowing businesses to target specific demographics or geographic areas.

PAM is particularly significant in the UK’s competitive business environment for several reasons. First, it allows businesses to reach a wider audience without violating GDPR rules, as it doesn’t require the use of personal data. This makes it a compliant and ethical way to engage potential customers. Secondly, it has been shown to have high engagement rates. According to MarketReach, PAM has an engagement rate of 91%, meaning it is likely to be read and considered by the recipient.

Moreover, in an era where digital advertising is becoming increasingly saturated, PAM offers an opportunity for businesses to stand out. It provides a tangible, personalised touch that digital methods often lack, making it a powerful strategy for capturing attention and driving action. In conclusion, PAM is a strategic and effective way for UK businesses to navigate today’s competitive landscape and engage their audience in a meaningful way.

The Strength of Statistics

Partially Addressed Mail (PAM) has gained popularity as a direct marketing strategy due to its effectiveness and high engagement rates. Here are some compelling statistics that demonstrate the effectiveness of PAM:

  • According to MarketReach, partially addressed mail has an impressive engagement rate of 91%. Furthermore, customers typically look at PAM four times, which significantly increases the chance of conversion.
  • The Software Bureau reports that when compared to door drops, the engagement rate for PAM climbs from 72% to 86%. Additionally, 50% fewer items are immediately recycled, indicating that PAM is more likely to be read and considered by the recipient.
  • JICMAIL found that for every 100 people reached through PAM, an additional 10 people will see a mail item. This indicates a higher reach of PAM within households.

Not only does PAM have high engagement rates, but it also prompts commercial action. According to PrintWeek, 26% of partially addressed mail items were found to prompt a commercial action compared to 31% of direct mail and 10% of door drops. This shows that PAM can effectively drive customers to take action, and as a result, help brands in achieving their marketing objectives.

Moreover, PAM offers cost benefits as businesses can take advantage of lower postage costs, with prices being up to 4p lower per item This makes PAM an affordable option for businesses looking to reach a wider audience without incurring high costs.

The Difference Between Addressed Mail & Partially Addressed Mail?

Fully addressed mail and Partially Addressed Mail (PAM) are two different approaches used for direct mail services. Each method has its own unique characteristics, benefits, and considerations.

Fully addressed mail is a traditional form of direct mail where the mail piece is addressed to a specific individual at a specific address. This method is highly personalised and is often used when a business has existing customer data.

The mail can be tailored based on specific details about the recipient, such as their name, purchasing history, or preferences. This approach allows for a high degree of personalisation, potentially leading to higher engagement rates. However, it also requires businesses to have access to and manage sensitive personal data, which must be handled in accordance with privacy laws such as the GDPR.

On the other hand, Partially Addressed Mail (PAM) is a different approach that involves sending mail to a specific household or business without naming an individual recipient.

PAM is mainly used for prospecting new customers, where personal data is not available. It allows businesses to target specific demographics or geographic areas based on general data about the location or type of household or business.

The key advantage of PAM is that it respects the privacy of individuals, as it does not require the use of personal data. This makes it a more ethical and compliant way to reach potential customers, especially in the context of stringent data protection regulations such as the GDPR.

However, because PAM is less personalised, it’s increasingly important to ensure the content of the mail needs to be broadly relevant to the targeted group.

Targeting with Partially Addressed Mail

Partially Addressed Mail (PAM) offers a unique blend of targeting capabilities that make it an effective tool for businesses looking to expand their reach and acquisition initiatives.

PAM uses sophisticated data modeling to target households based on various criteria, such as geographic location, type of dwelling, household composition, and more. For example, a business could send mail to all detached homes in a specific postcode, or to all households with children in Bristol. This level of precise targeting helps businesses reach the right audience with their message.

One of the key advantages of PAM is its ability to use customer profiling. Businesses can analyse their existing customer base to identify common characteristics and behaviours. These insights can then be used to create a profile of their ‘ideal’ customer.

Using this profile, businesses can target households that match this profile, even if they have not interacted with these households before. This method, known as ‘lookalike’ targeting, allows businesses to reach potential customers who are likely to be interested in their products or services based on the characteristics they share with existing customers.

For instance, a high-end retailer might find that their best customers live in certain postcodes, own their homes, and have a specific income range. They can then use PAM to target other households that meet these same criteria, helping them reach potential customers who are likely to have a similar interest in their offerings.

In conclusion, through precise targeting and the use of customer profiling, PAM allows businesses to extend their reach beyond their existing customer base and engage potential customers who are likely to be receptive to their message. This makes PAM a powerful tool for customer acquisition and business growth.

Do you require assistance with Partially Addressed Mail?

Are you looking to drive growth with Partially Addressed Mail? Blue Market Media have a proven track record in helping brands maximise their ROI with tailored PAM strategies. With a wealth of experience in direct marketing strategies, we offer a comprehensive and fully-managed solution that includes everything from planning and data management, to print and postage.

Our experienced team helps both private and public sector brands leverage PAM to target specific demographics or geographic areas without the need for personal data. However, for those brands who are looking to purchase GDPR compliant mailing lists, we can also assist with your respective requirements.

Book your free consultation with Blue Market Media today by calling 020 3538 9753 or complete the enquiry form on this page.

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