1. WHY MAIL?

2. MAIL IS OPENED 83% 71% 69% 60% OPEN RATES
The open rates for mail today are exceptional
Statement, bill or information update
83%
Brochure from company they have ordered from before
71%
Letter – promotion or special offer
69%
Letter – about a product/service they don’t have
60%
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014

3. 17 days addressed advertising
MAIL IS KEPT
Mail keeps your brand and product in a recipient’s home for an average of
45 days
bills and statements
38 days
door drops
17 days addressed advertising
mail
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014

4. MAIL IS SHARED 29% 25% 23% 21% SHARE RATES
Mail is passed on to the ‘right’ recipient in the home
Brochure from a company ordered from before
29%
Letter – about a product/service they don’t have
25%
Brochure from a company not ordered from before
23%
Letter – promotion or special offer
21%
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014

5. “I feel that I receive too many emails”
MAIL STANDS OUT
70%
Agree:
“I feel that I receive too many s”
Source: Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013

6. MAIL MAKES PEOPLE FEEL VALUED
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
MAIL MAKES PEOPLE FEEL VALUED
MAIL
57%
17%
Feel more valued
56%
27%
Spend a lot of time reading it
56%
31%
Grabs attention
55%
25%
Gives a better impression
5. MAIL MAKES PEOPLE FEEL VALUED
Source: Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
Question asked (S4Q4): Thinking just about the messages you get from businesses, please tell me whether you think [statement] is most true of mail or of in your opinion? Base: all respondents (n=1,000)

7. of respondents said their valued mail made them feel something
VALUED MAIL DRIVES FEELINGS…
92%
of respondents said their valued mail made them feel something
In our analysis we explored the relationship between what recipients said valued mail told them, what it made them think and feel and ultimately what they did. What became clear is that people who recorded feeling something were more likely to act than those who did not.
This correlation is quite clear: mail that makes you feel something makes you do something. And conversely, those who felt nothing – a total of 8% of our sample – were much less likely to do anything.
Note to media specialists: Unusually 2 of our key statistics were 92%:
- 92% of people said their valued mail made them feel something
- 92% of those who felt something did something
Base: 3000.
Source: Royal Mail MarketReach, Valued Mail, Quadrangle, 2014

8. 92% 92% 92% …WHICH DRIVE ACTIONS
of respondents said their valued mail made them feel something
92%
of respondents who felt something did something
92%
of respondents said their valued mail made them feel something
In our analysis we explored the relationship between what recipients said valued mail told them, what it made them think and feel and ultimately what they did. What became clear is that people who recorded feeling something were more likely to act than those who did not.
This correlation is quite clear: mail that makes you feel something makes you do something. And conversely, those who felt nothing – a total of 8% of our sample – were much less likely to do anything.
Note to media specialists: Unusually 2 of our key statistics were 92%:
- 92% of people said their valued mail made them feel something
- 92% of those who felt something did something
Base: 3000.
Source: Royal Mail MarketReach, Valued Mail, Quadrangle, 2014

9. Q. And what did you do as a result of getting mail from….?
LOTS OF ACTIONS
Useful and interesting mail does more than just sell today
Q. And what did you do as a result of getting mail from….?
Source: Royal Mail MarketReach, This Time It’s Personal, 2015

10. 92% 87% 86% 54% 43% IN PARTICULAR, MAIL DRIVES PEOPLE ONLINE
Downloaded something
54%
engaged with social media
AS A DIRECT RESPONSE TO RECEIVING AN ITEM OF DIRECT MAIL
92%
Driven to online activity
87%
Influenced to make online purchases
86%
Connected with business
Source: Royal Mail MarketReach, Mail and Digital Part 2, Quadrangle, 2013

11. bought or ordered from direct mail in last 12 months*
BY ALL AGES OF PEOPLE
By life stage, all groups cluster close to the average
26.7%
bought or ordered from direct mail in last 12 months*
Fledglings
Sharers
Couples
Younger Families
Older Families
Empty Nesters
Older Retirees
23.3%
21.7%
26%
29.6%
26.9%
25.8%
31.7%
Our exploration of a wide range of sources made clear that while there are some differences and age/life stage related trends, all life stages engage with mail. The figures above record responses only, but in the report we look at many different perceptions of mail and the responses were very similar. So our key finding – one that may be highly surprising – is that young people – and digerati of all ages – read, engage with, share, display, and respond to mail. It is not a medium that is only relevant to older people. As the data shows, the range of claimed response rates to a mail item over 12 months varies from around 22% to around 32%. No life stage varies from the average by more than 20 index points – a benchmark often used as the minimum required to indicate a real and substantial difference. In fact when the volume of mail received is overlaid – younger life stages receive a lot less mail than the older stages – the similarity in response is even more dramatic (though for data reasons we can’t calculate it numerically).
The simple fact is that there is no ‘no go’ group that can’t or shouldn’t be mailed. The idea that mail will die as a result of the younger age groups failing to engage with it is just as fanciful as was the idea that cinema would kill theatre, TV would kill cinema, video would ‘kill the radio star’, or ‘clicks’ would kill ‘bricks’.
This should be one of the key points for marketers to take away.
*Source: TouchPoints 6, 2015

12. CAMPAIGNS INCLUDING MAIL WERE:
SO INCLUDING MAIL IN THE MIX BOOSTS
RETURN ON INVESTMENT
+27%
CAMPAIGNS INCLUDING MAIL WERE:
27% more likely to deliver top-ranking sales performance
40% more likely to deliver top-ranking acquisition levels
+40%
Sales
Aquisitions
Source: Royal Mail MarketReach, IPA Databank Meta-Analysis, Peter Field, 2013

13. AND CREATES A MEASURABLE MEDIA MULTIPLIER EFFECT
Total ROI increased 12% when mail was included in the mix.
When mail was included in an integrated plan, total communications revenue ROI jumped from £4.22 to £4.73 – a 12% increase.
The inclusion of mail particularly showed increased revenue ROI from campaigns using TV and print. This is in line with the neuroscience research where we saw a strong interaction between mail and TV. 
Source: Royal Mail MarketReach, BrandScience 2014; advertiser cases including mail versus cases without mail.

14. Index versus resting brain
WHY? BECAUSE THAT’S
HOW WE’RE WIRED
At a top level, mail has a much more powerful overall impact on the key measures of the neuroscience project than or TV.
Index versus resting brain
Royal Mail MarketReach, Neuro-Insight 2013

15. WE CAN HELP YOU GET MORE FROM FROM YOUR INVESTMENT IN MAIL
At MarketReach we have a dedicated team of media specialists, planning professionals and data experts who work with brands and their agencies to boost mail performance within the wider media ecosystem. 
These professionals have full access to our proprietary research, media planning tools, case studies and more. They can help with an audit of your current mail use, an exploration of new opportunities including advice on postage incentive schemes, help with data cleansing, segmentation, analysis and targeting or simply by supplying relevant case studies to inspire you.
And because we are confident in the commercial value that mail generates for brands, we don’t charge for these services.
So whether you just want an initial chat with a mail expert who knows your industry or you want to arrange a full days mail workshop with your team, call us on
We’re ready to help.

16. 20% SAVE FIRST TIME USER SCHEME
If you're new to mail, here's a hand getting started. You'll get access to products and services to help you create quality mail quickly. Plus you'll save 20% on the postage of your first three mailings for bigger returns before you even get started.
Call us today on or visit mailmen.co.uk/incentives for more details and for full Ts and Cs.
You will also find other offers that could suit you so have a look today.
SAVE
20%
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014

17. MAIL MORE PAY LESS
When you're using mail to boost your business already, this can help maximise that growth by targeting new customers. Just increase your mailings and get a 15% discount. Simple but effective - the more you mail, the less you pay.
Call us today on or visit mailmen.co.uk/incentives for more details and for full
Ts and Cs.
You will also find other offers that could suit you so have a look today.
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014

18. Thank you
We have a team of media experts and data planners ready to apply these learnings to your business.
To discuss how we can help you, call us on or visit mailmen.co.uk for more information.