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The Private Life of Mail Summary

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The Private Life of Mail Summary

  1. 1. THE PRIVATE LIFE OF MAIL MAIL IN THE HOME, HEART AND HEAD Name Date Presentation to xxx
  2. 2.  12 Ethnography households  14 focus groups  99 depth interviews  213 Neuroscience / biometric participants  401 BrandScience’s ‘Results Vault’ cases  416 IPA Effectiveness Databank cases  1,000+ academic articles reviewed  9,504 respondents across our telephone and online quantitative surveys 18 MONTHS OF RESEARCH 2
  3. 3. DEVELOPED IN 8 STRANDS 3  Ethnography  Post ethnography survey  Multisensory Communications: review of academic literature  Tactility  Values: Best Mail  Mail and Digital 1 & 2  Neuroscience  ROI/Effectiveness metrics
  4. 4.  Mail in the Home  Mail in the Heart  Mail in the Head  Mail in the Wallet  Case Study: The Salvation Army  Summary  Appendix THE STORY OF THE PRIVATE LIFE OF MAIL 4
  5. 5. MAIL IN THE HOME LIFE BEYOND THE LETTERBOX 5
  6. 6. MAIL GETS OPENED – AT HIGH RATES 6 Statement, bill or information update Brochure from a company they have ordered from before Letter – promotion or special offer Letter – about a product/service they don’t have Leaflet without an address about a product/service Leaflet without an address about a promotion/offer Brochure from a company not ordered from before 83% 71% 69% 60% 59% 54% 54% OPEN Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
  7. 7. 7 MAIL’S JOURNEY ISN’T OVER WHEN Adults read their mail on average for 22 minutes a day. IT HITS THE DOORMAT 1.15PM: Collects mail and brings it into the home with other bags and belongings 1.30PM: Opens mail whilst doing other jobs 2.15PM: Opens parcel 2.30PM: Uses laptop to get details on a piece of mail received 5.30PM: Uses laptop again to get further details on the piece of mail from earlier 8.30PM: Brings catalogue into lounge to read Source: IPA Touchpoints 5 (Data based on Monday – Saturday morning); Royal Mail MarketReach, Media Moments, Trinity McQueen, 2013
  8. 8. PEOPLE GIVE MAIL TIME Mail is kept for extended periods, creating a constant presence in the home. 17 daysfor mail 38 daysfor door drops 45 daysfor bills and statements 8Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
  9. 9. 9 AND SPACE 80% of adults kept some mail that companies had sent them in the last four weeks.  ‘The Holding area’ where it is kept before being dealt with  ‘The Pile’ for mail that has been read and will be revisited  ‘The Display area’ for useful or important items (local information, time limited offers) Display Area Pile Holding area Source: TGI, Kantar Media, 2014; Royal Mail MarketReach, Media Moments, Trinity McQueen, 2013
  10. 10. MAIL GETS DISPLAYED 39% of people have a dedicated display area for mail in the home 10Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
  11. 11. MAIL IS SHARED An average of 23% of mail is shared within a household. 11 Brochure from a company I have ordered from before Statement, bill or information update Letter – about a product/service they don’t have Brochure from a company not ordered from before Leaflet without an address about a promotion/offer Letter – promotion or special offer 29% 24% 25% 23% 22% 21% SHARE Average of 23% of mail shared within a household Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
  12. 12.  Mail brings a brand into the home where it is not just kept, but often displayed and shared  It extends reach to additional individuals  It’s seen multiple times SUMMARY 12
  13. 13. MAIL IN THE HEART CREATING AN EMOTIONAL RESPONSE 13
  14. 14. 14
  15. 15. TOUCH CREATES A POWERFUL  When people can both see and touch something, they value it 24% more highly than if they can only see it.  Over a third of people say that the physical properties of mail influence how they feel about the sender. 15 EMOTIONAL RESPONSE +22% +24% 2.75 2.73 3.36 3.38 0 1 2 3 4 5 Psychological ownership Valuation VISION ONLY VISION AND TOUCH Participants were asked to subjectively grade ownership and value on a 7 point scale. Source: Peck, Joann, and Suzanne B. Shu. The Effect of Mere Touch on Perceived Ownership. Journal of Consumer Research, 2009; IPA Touchpoints 5, 2014
  16. 16. PEOPLE FEEL VALUED AND HAVE A BETTER IMPRESSION OF THE BRAND 16 The emotional impact of mail versus email I am more likely to take it seriously It gives me a better impression of that company It makes me feel more valued 63% 57% 55% 18% 17% 25% (% True of Mail vs. True of Email) MAIL EMAIL Source: Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
  17. 17. MAIL IN THE HEAD HOW MAIL IMPACTS THE BRAIN 17
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  19. 19. THE BRAIN RESPONDS MORE STRONGLY Mail had a much more powerful overall impact on the key measures of the neuroscience study than email or TV. TO MAIL THAN TO TV OR EMAIL Source: Royal Mail MarketReach, Neuro-Insight 2013 19 168 202 172 127 165 130 105 113 100 0 50 100 150 200 250 Engagement Emotional Intensity Long-term Memory Encoding Indexvs.'Normal'restingbrain MAIL EMAIL TV
  20. 20. 20 IN A MULTI MEDIA CAMPAIGN SEQUENCING MAIL LAST MAXIMISES IMPACT Source: Royal Mail MarketReach, Neuro-Insight, 2013 Mail after TV and email 100 100 100 112 101 106 126 121 110 80 90 100 110 120 130 140 Engagment Emotional Intensity Long-term Memory Encoding Indexvs.responsefromfirstexposure MAIL SEEN FIRST MAIL SEEN SECOND MAIL SEEN THIRD Engagement
  21. 21. MAIL IN THE WALLET HOW MAIL MAKES MONEY 21
  22. 22. 22 MAIL DELIVERS ROI Mail ROI showed a strong channel performance in BrandScience cases Revenue Return on Investment of clients using direct mail Source: Royal Mail MarketReach BrandScience, 2014 0 2 4 6 8 £ RROI (Revenue ROI)
  23. 23. 23 Total ROI increased 12% when mail was included in the mix. MEDIA MULTIPLIER EFFECT MAIL CREATES A MEASURABLE Source: Royal Mail MarketReach, BrandScience 2014; advertiser cases including mail versus cases without mail. 4.22 4.63 5… 4.73 4.93 6.31 1 2 3 4 5 6 7 Total Comms TV Print RROI RROI-NO MAIL RROI-WITH MAIL
  24. 24. 24 MAIL DELIVERS NEW AUDIENCES Adding mail to the mix opens up new responsive audiences. When mail is added to the schedule versus email on its own Source: Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
  25. 25. 25 INCLUDING MAIL DELIVERED TOP-RANKING Campaigns that included mail were:  27% more likely to deliver top- ranking sales performance  40% more likely to deliver top- ranking acquisition levels SALES AND ACQUISITION PERFORMANCE Source: Royal Mail MarketReach, IPA Databank Meta-Analysis, Peter Field, 2013 +27% +40% 45% 30% 57% 42% 0% 10% 20% 30% 40% 50% 60% Sale Acquisition %Clientslistingtopperforming improvements RROI - NO MAIL RROI - WITH MAIL
  26. 26. 26 WITH MAIL IN THE MIX, MARKET SHARE GREW 3x MORE EFFICIENTLY Mail included in multi-channel campaigns drove market share growth with 3x the efficiency versus non-mail advertisers. 2.9xMarket share growth for all clients 3.4xMarket share growth for service sector Comparing market share growth per 10 Extra Share of Voice points (ESOV) shows the increase in efficiency of advertising plans including mail. Source: Royal Mail MarketReach, IPA Databank Meta-Analysis, Peter Field, 2013
  27. 27. MAIL IN ACTION The Salvation Army: an award-winning charity case study THE SALVATION ARMY 27
  28. 28. 28 THE SALVATION ARMY GREW NEW DONORS BY 262% IN 5 YEARS WITH Source: Royal Mail MarketReach/Mike Colling & Company. Awards: IPA Effectiveness Awards, Silver 2014; DMA Bronze Award, Best Use of Direct Mail 2012; DMA Gold Award, Best Media Strategy 2011. Background: The heart of The Salvation Army’s fundraising is a 6 week marketing campaign before Christmas, during which they recruit all their new donors. However, this had been the approach for years and was tiring. Solution: The Salvation Army added both TV and search and simultaneously more than doubled investment in mail volumes. Cold mail volume increased +270% to 5.4m while door drop volume increased 158% to 9.6m. Results: The number of new donors recruited grew by 262% and total donations grew by 48%. £9.5m of immediate incremental income is projected to become an additional £24.8m over the next five years, as many new donors give again. MAIL AT THE CORE
  29. 29. 29 MAIL REACHES NEW DONORS WITH Use door drops for reach; cold mail for precision PRECISION. NO WASTAGE 69% 52% 49% 52% 55% 97% 0% 20% 40% 60% 80% 100% 120% TV Press Inserts Search Doordrop Address mail % NEW DONORS Source: The Salvation Army data, analysis by MC&C
  30. 30. 30 MAIL WAS KEY FOR ACQUISTION The Salvation Army used net cost per new acquisition and other key metrics, rather than just campaign ROI. £122.89 £57.54 £56.37 £52.80 £31.88 £22.53 £2.08 £0.00 £20.00 £40.00 £60.00 £80.00 £100.00 £120.00 £140.00 Press Doordrops TV Inserts Radio Direct mail Paid search COST PER NEW DONOR 2010 Source: MC&C/The Salvation Army, 2010
  31. 31. “Direct mail, both addressed and unaddressed, has the unique capacity to generate more engagement, response and income per thousand from consumers exposed to it than any other medium. In these days of attention scarcity that’s a huge value to advertisers. When properly integrated with broadcast and digital media its benefits are amplified”. Salvation Army IPA Effectiveness Award entry, MC&C, 2014 Silver THE SALVATION ARMY LEARNINGS 31 “Mail forms the absolute backbone of The Salvation Army’s direct marketing fundraising operations.” Julius Wolff-Ingham, Head of Marketing and Fundraising, The Salvation Army
  32. 32. OUR SUMMARY 32
  33. 33.  Mail brings a brand into the home where it is kept, displayed, and/or shared  Its tactile qualities have powerful emotional and rational impact that can be identified and proven  Mail makes your message more memorable  Mail drives successful return on investment  When used in integrated campaigns, it can provide a measurable media multiplier effect  Mail delivers top-ranking sales and acquisition growth and efficient market share growth SUMMARY 33
  34. 34. THANK YOU NAME Email / contact details

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