Valued mail drives actions that create commercial value for the advertiser. Valued mail engages customers on a personal level because they either already had a relationship with the brand or because they received mail that was timely or relevant. 92% act on mail they value.
When mail was included in a plan, the total communications ROI jumped from £4.22 to £4.73 – a 12% increase. The inclusion of mail showed increased ROI from campaigns using TV and print.This is in line with our neuroscience work where we saw a strong interaction (and priming effect) between mail and TV.
An average of 23% of all mail is shared between people in a household. 21% of promotions and special offers are shared. If you give people a positive reason to share or discuss your mail, your brand will start being talked about, allowing your message to reach more people.
Over half of respondents (60%) say that the best mail advertising helps keep a sender’s brand top of mind. It activates areas of the brain responsible for long-term memory encoding more strongly than other media, and has a lasting effect that means recall will be more readily triggered later on.
Our neuroscience work reveals how mail interacts with other channels. We found evidence of TV having a priming effect on mail. Those seeing mail after a TV ad are more strongly stimulated on the key SST measures of engagement, emotional intensity and long-term memory encoding.