Snapshots of our research

Here are some of the key findings from our research that help demonstrate the impact of mail in the digital age. Just click below to explore and share the results.

MAIL'S TRUE VALUE

SHOW MORE

Mail drives consumer behaviour in a wide variety of ways. 29% of people said that valued mail helped them to plan a future purchase. 60% of people said valued mail can help keep the brand top of mind.

MAIL LEADS TO ACTION

SHOW MORE

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.

VALUED MAIL KEEPS PEOPLE UP TO DATE

SHOW MORE

Valued mail often has something important to say. Consumers look to marketing messages to tell them something interesting or useful, which includes keeping them up to date.

VALUED MAIL TELLS PEOPLE SOMETHING NEW

SHOW MORE

Mark Twain said: “If you have nothing to say, don’t say it.” The same principle should apply to your marketing, as being told something new was one of the key components of valued mail.

VALUED MAIL SHOWS PEOPLE WHAT TO DO

SHOW MORE

Customer-centric mail that focuses on consumers’ needs or interests is most likely to be valued, but so is mail that explains what action needs to be taken. Nearly two thirds valued mail that told them what they needed to do.

Mail drives ROI

SHOW MORE

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.

Mail delivers top ranking acquisition levels

SHOW MORE

Peter Field’s analysis of the IPA Effectiveness Awards Databank identified that campaigns including mail are 40% more likely to deliver top-ranking acquisition levels.

Mail boosts campaign efficiency

SHOW MORE

The IPA Meta-Analysis Databank 2013:Clients who included mail in multi-channel activity delivered market share growth with broadly three times more efficiency than non-mail clients.

Mail is kept

SHOW MORE

Recent data from Kantar Media’s TGI survey uncovered that 80% of adults have kept some mail that companies had sent to them in the last four weeks.

Mail is displayed

SHOW MORE

39% say they have a dedicated display area in their home where they put mail.Think creatively about ways to encourage people to display your mail and it will become visible to everyone in the household.

Mail is passed around

SHOW MORE

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.

People place value on things they can touch

SHOW MORE

In psychological experiments, people value something they can see and touch 24% more highly than something they can only see. Send an offer by mail and recipients will perceive it as worth more than the same offer on screen.

People open and interact with mail

SHOW MORE

When asked 69% said they opened a letter about a promotion or special offer, with 55% interacting.

People feel valued by mail

SHOW MORE

57% claim that receiving mail makes them feel more valued. Sending mail creates a more genuine two-way relationship between brands and consumers.

Mail is remembered

SHOW MORE

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.

Mail interacts with other channels

SHOW MORE

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.

Mail keeps brands top of mind

SHOW MORE

When we asked about the effect of really good advertising mail, 60% said that it helped to keep the sender’s brand top of mind.

Mail is memorable

SHOW MORE

In Kantar Media’s TGI survey, 80% of respondents said that they can remember seeing or reading some mail sent to them in the last four weeks.