Mail in the home

Through deep ethnographic interviewing, CCTV observation and survey work, we uncovered some vital insights into how mail flows throughout the average UK household.

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MAIL IS DISPLAYED

39% of people we studied, say they have a dedicated display area for mail, usually in the kitchen. If people display mail, your message isn’t just delivered it’s nailed to the wall.

MAIL IS PASSED AROUND

Far from being dealt with on the doormat, mail flows around the home. In fact, on average 23% of all mail gets shared around the household. If you give your audience a reason to share or discuss your mail, your brand will start being talked about, allowing your message to reach more people.

MAIL PERSISTS

Mail is kept in a household. The average time advertising mail is kept in the home is 17 days and 38 days for door drops. The latest IPA Touchpoints survey shows that mail is read for an average 22 minutes a day.1 That’s 8 minutes more than magazines, which we spend around 14 minutes a day reading.

1IPA Touchpoints 5, 2014 (Data based upon Monday to Saturday reading)

39% say they have a dedicated display area for mail, usually in the kitchen
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