The private life of mail
In today’s changing media landscape, brands and consumers are communicating in more diverse ways than ever. Mail, however, remains a unique, physical, home-based communication channel.
Over 18 months, we conducted a series of research studies to understand exactly what mail offered for consumers, and what that means for organisations.
We looked into consumers’ homes and found that mail lives a rich and surprisingly long life beyond the doormat. We looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch. And, we literally looked into their heads, using the latest neuroscience techniques to discover that mail has a powerful impact on the brain.
Mail can and should be used to meet a wide range of marketing objectives, including consideration and direct response. Digital has changed many things, including many of our behaviours, but it hasn’t changed who we are or what we value.
In an evolving world, mail’s unique strengths may just be what’s needed to make an extra impact on your marketing.
Learn more about ‘The Private Life of Mail’ in this free report.
What you’ll learn
- Mail influences consumers in the head, the heart and the home.
- People place value on things they can touch, 24% more highly than something they can only see.
- People feel valued by mail. Sending mail creates a more genuine two-way relationship between brands and consumers.
- We can see a measurable change in how consumers react when mail is added, so carefully planning mail around integrated media campaigns will boost effectiveness.
- 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.
- Mail delivers results. IPA Effectiveness Awards Databank analysis showed that campaigns including mail were 27% more likely to deliver top-ranking sales performance, and 40% more likely to deliver top-ranking acquisition levels, versus campaigns without mail.
- Mail generates a media multiplier effect. The total communications ROI for BrandScience client cases that included mail was 12% higher than those that didn’t.
- Mail delivers brand growth. In the meta-analysis of the IPA Effectiveness Awards Databank, cases with mail delivered market share growth with three times the efficiency of cases without mail.