24 February 2015
- The physical nature of mail has the ability to drive stronger emotional associations with a brand, making customers feel valued and important compared to other media, new research from Royal Mail MarketReach has revealed
- A dedicated direct mail campaign, devised by Publicis Chemistry, has been created to promote the findings of the study which used biometric and observational research techniques to see how people interact with mail
- Scientific experiments found people valued something 24 per cent more highly when they can see and touch it compared to when they can see only
- 55 per cent of those in the study said that mail gives them a better impression of the company compared to 25 per cent for email
- 57 per cent of people also said that receiving mail makes them feel more valued while only 17 per cent said the same for email
- Findings from the research also showed that people believe mail makes messages feel more important, with 63 per cent of people saying they take mail more seriously compared to email (18 per cent). Meanwhile, 71 per cent of people said that they opened a letter or brochure from a company they have ordered from before that had arrived in that day’s mail
- The findings are part of Royal Mail MarketReach’s 18-month research programme, The Private Life of Mail, which brings together unprecedented insight into the role of mail in people’s homes, hearts and heads, plus the impact this has on advertisers’ Return on Investment
The physical nature of mail has the ability to drive stronger emotional associations with a brand, making customers feel valued and important compared to other media, new research from Royal Mail MarketReach has revealed.
A dedicated direct mail campaign, devised by Publicis Chemistry, has been created to promote the findings of the study looking at how people interact with mail, called Mail in the Heart. The campaign targets over 9,000 marketers and agencies.
Read more at royalmailgroup.com