Research

Mail & Email

At Royal Mail MarketReach we believe in the power of 1 to 1 communications to build customer relationships. However technology like email, smartphones and tablets has changed the way we connect with people forever. So when you want to talk to customers directly you now have many different tools at your disposal. So we’ve conducted extensive research to find out how people prefer businesses to talk to them.

WE KNOW HOW MUCH CUSTOMERS VALUE MAIL IN THE DIGITAL AGE. WE’VE ASKED THEM.

We’ve discovered that the core strengths of mail have endured and in some cases grown even stronger, often by driving customers online. Mail is still opened, still valued, still kept and still drives response. Digital has transformed marketing but it hasn’t replaced mail for one simple reason. Customers don’t want it to.

WHAT MAIL CAN’T DO EMAIL CAN. AND VICE VERSA.

Customers are very clear about what they prefer to receive by mail. They want items of substance that they can spend time with and keep. Equally there are some communications like quick updates that customers prefer to receive by email.

COMBINE MAIL WITH EMAIL AND THE BENEFITS ARE EXPONENTIAL

So complementarity pays. A meta-analysis by Peter Field on the IPA Databank reveals that 27% more of the campaigns which delivered high sales performance included mail than did not. He also looked at campaigns which drove high acquisition levels. And 40% more of these included mail than those that didn’t. Interestingly campaigns with mail achieved over twice (205%) the market share growth when measured against campaigns without mail in the mix.

MAIL AND EMAIL CAN’T REPLACE ONE ANOTHER. BUT THEY CAN ADD TO EACH OTHER’S VALUE.

Using mail and email together in a planned way builds on the strengths of each. And gives you the greatest chance of maximising the effectiveness of your direct communications.