In the third article in my Power of Print series, I am going to delve a little more deeply into our relationship with print. A series of sophisticated studies over recent years culminated in a powerful Royal Mail MarketReach Paper, the Private Life of Mail*. This, combined with JICMAIL**, the first ever continuous panel studying our interaction with advertising mail, provides a wealth of insight that can transform how we leverage print as part of an integrated marketing campaign.
Mail Hangs Around
As I touched on in my first article in this series, An Oasis of Calm in a World of Scrolling, mail stays in the home for considerably longer than any other advertising message and is referred to over four times on average.
Mail flows through a household – it is filtered, passed around, discussed and filed in a variety of ways. 39% households even have a dedicated display area for it, providing multiple opportunities to engage with the brand. Rather than being opened and read at the doormat, people fit their interaction with mail around daily life, revisiting it at various times in the day.
In stark contrast to other media and marketing activities, mail integrates with everyday life, rather than interrupting it.
Mail Engages the Heart and Mind
The physical nature of mail creates a sense of ownership over an item, causing people to value it 24% more highly than purely visual messages. Moreover, its appeal to multiple senses helps the brain to process messages, which further drives emotional response.
This is borne out in the emotive language they use in response to print, such as “reassured”, “tempted”, “intrigued” and “valued”.
I touched on this final point in my second article, Trust Me, I am in Print, where a phenomenal 70% respondents felt more valued as a result of receiving print***.
And mail is remembered – it activates areas of the brain responsible for long-term memory encoding more strongly than other media, meaning it will be recalled more readily at a later date.
Mail Gets Results
Unsurprisingly, this powerful relationship can lead to impressive commercial results. A study of the most successful integrated campaigns found the following*:
- Receiving mail can drive 92% people to digital activity
- The inclusion of direct mail in an integrated programme can increase return on investment from 4.2 to 4.7
- Market share gain can increase threefold when mail is included
- Campaigns including mail are 27% more likely to deliver top-ranking sales performance and 40% more likely to deliver top-ranking acquisition levels
With results like this, what are you waiting for? The world of print awaits.
* The Private Life of Mail, Royal Mail MarketReach
** Demonstrating the Effectiveness of Mail, Royal Mail MarketReach/JICMAIL White Paper
*** The Value of Mail in Uncertain Times, Royal Mail MarketReach, August 2017