Mail in the wallet
We’ve also been able to prove the value that mail delivers to the bottom line. It opens up new audiences, and when added to a marketing mix has a media multiplier effect on other channels for an overall ROI boost.
MAIL DELIVERS RESULTS
IPA Effectiveness Awards Databank analysis showed 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. This links well to the strong interaction and priming effect we saw between mail and TV in our neuroscience work.
MAIL REACHES NEW AUDIENCES
Mail opens up new audiences. New audiences respond when mail is added to the mix. In fact 68% desired some communication by mail.
MAIL DRIVES BUSINESS
Adding mail to the mix opens up new responsive audiences. We wanted to see what happens when consumers receive mail and email compared to just email. Here are the results: 13% more consumers visited a company’s website, 21% more made purchases and 35% more redeemed coupons or vouchers.