Over the last 18 months, Royal Mail MarketReach has conducted a series of research projects to understand exactly what that means for consumers, and what it means
for you.
We’ve looked into consumers’ homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat. We’ve looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch.
And we’ve literally looked into their heads, using the latest neuroscience techniques to discover that mail has a profound and direct impact on the brain.
It’s an unprecedented look at what happens after mail enters the home, which is why we’ve called it, The Private Life of Mail.
Over the last 18 months, Royal Mail MarketReach has conducted a series of research projects to understand exactly what that means for consumers, and what it means
for you.
We’ve looked into consumers’ homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat. We’ve looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch.
And we’ve literally looked into their heads, using the latest neuroscience techniques to discover that mail has a profound and direct impact on the brain.
It’s an unprecedented look at what happens after mail enters the home, which is why we’ve called it, The Private Life of Mail.
Over the last 18 months, Royal Mail MarketReach has conducted a series of research projects to understand exactly what that means for consumers, and what it means
for you.
We’ve looked into consumers’ homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat. We’ve looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch.
And we’ve literally looked into their heads, using the latest neuroscience techniques to discover that mail has a profound and direct impact on the brain.
It’s an unprecedented look at what happens after mail enters the home, which is why we’ve called it, The Private Life of Mail.
Annual Summit for Digital Innovation in Education 2019Rosie Crompton
To attract and engage students, universities and colleges must focus on broader youth marketing trends. By taking inspiration from the most successful consumer youth brands, institutions will be able to ensure that they understand the motivations, habits, lives and behaviours of this audience. By embracing these perspectives, institutions will be able to optimise online student marketing strategies through innovative and groundbreaking campaigns, increasing conversions as a result.
The Annual Summit for Digital Innovation in Education 2019 welcomed speakers from Stripe Partners, Google, Facebook, L'Oreal, the International School of Management and JCDecaux.
Oikotie kuluttajan aivoihin ja tunteisiin - Postin Breakfast Club 27.8.2015Posti Group
Postin Breakfast Clubilla 27.8. keskityttiin Royal Mailin teettämään The Private Life of Mail -tukimukseen David Brennanin johdolla.
Mitä tapahtuu kodin seinien sisäpuolella? Uutena keinona tässä tutkimuksessa käytettiin hyödyksi viimeisintä aivotutkimustekniikkaa. Mikä on suoran rooli osana monimediamarkkinointia? Miksi kannattaa pitää printtisuora mukana? Mitkä ovat sen vaikutukset ostokäyttäytymiseen, myyntiin sekä brändiin sitoutumiseen.
Corporate social media communication - EPHEC - 26/11/2018Denys Malengreau
Intervention auprès des étudiants de 3e bac en marketing de la haute école entrepreneuriale EPHEC, le 26 novembre 2018.
▼ Connect
LinkedIn : linkedin.com/in/dmlg
SlideShare : slideshare.net/denysmalengreau
Twitter : twitter.com/d_mlg
Periscope : periscope.tv/d_mlg
YouTube : bit.ly/d_mlg
Why aren't Evaluators using Digital Media Analytics?CesToronto
Whether it’s through blogs, tweets, or even the comments section of an online newspaper, the world is increasingly talking online. However, the potential uses for the massive amounts of information available on the internet remain largely untapped in the sphere of evaluation.
This presentation will explore innovative methods to extract these insights from the large and complex collections of digital data publicly available online. In particular, we will examine the unprecedented uses, and potential limitations, of digital media analytics to:
• Measure the outcomes of public outreach, advocacy, communications, and information sharing programs;
• Establish current and retroactive baselines;
• Conduct “borderless” data collection to gain insights from other countries, as well as disapora communities in Canada;
• Identify unknown stakeholder groups and create detailed stakeholder maps; and,
• Provide context and insight to inform further data collection.
The Private Life of Mail at Advertising Week Europe - A critique by Les Binet...Royal Mail MarketReach
If you attended Advertising Week Europe 2015, you will have heard Les Binet, Head of Effectiveness, adam&eveDDB, and Peter Field, renowned author on media effectiveness, critique the results of The Private Life of Mail; 18 months of unprecedented research into mail in the home, heart and head.
Insights into how the digital age impacts on mail integrating effectiveness, measurement and planning. Everything you thought about mail, may not be true. Learn what they think this means for the way mail is planned and measured in the digital age.
More Related Content
Similar to The Private Life of Mail - Methodology and the making of the story - January 2015
Annual Summit for Digital Innovation in Education 2019Rosie Crompton
To attract and engage students, universities and colleges must focus on broader youth marketing trends. By taking inspiration from the most successful consumer youth brands, institutions will be able to ensure that they understand the motivations, habits, lives and behaviours of this audience. By embracing these perspectives, institutions will be able to optimise online student marketing strategies through innovative and groundbreaking campaigns, increasing conversions as a result.
The Annual Summit for Digital Innovation in Education 2019 welcomed speakers from Stripe Partners, Google, Facebook, L'Oreal, the International School of Management and JCDecaux.
Oikotie kuluttajan aivoihin ja tunteisiin - Postin Breakfast Club 27.8.2015Posti Group
Postin Breakfast Clubilla 27.8. keskityttiin Royal Mailin teettämään The Private Life of Mail -tukimukseen David Brennanin johdolla.
Mitä tapahtuu kodin seinien sisäpuolella? Uutena keinona tässä tutkimuksessa käytettiin hyödyksi viimeisintä aivotutkimustekniikkaa. Mikä on suoran rooli osana monimediamarkkinointia? Miksi kannattaa pitää printtisuora mukana? Mitkä ovat sen vaikutukset ostokäyttäytymiseen, myyntiin sekä brändiin sitoutumiseen.
Corporate social media communication - EPHEC - 26/11/2018Denys Malengreau
Intervention auprès des étudiants de 3e bac en marketing de la haute école entrepreneuriale EPHEC, le 26 novembre 2018.
▼ Connect
LinkedIn : linkedin.com/in/dmlg
SlideShare : slideshare.net/denysmalengreau
Twitter : twitter.com/d_mlg
Periscope : periscope.tv/d_mlg
YouTube : bit.ly/d_mlg
Why aren't Evaluators using Digital Media Analytics?CesToronto
Whether it’s through blogs, tweets, or even the comments section of an online newspaper, the world is increasingly talking online. However, the potential uses for the massive amounts of information available on the internet remain largely untapped in the sphere of evaluation.
This presentation will explore innovative methods to extract these insights from the large and complex collections of digital data publicly available online. In particular, we will examine the unprecedented uses, and potential limitations, of digital media analytics to:
• Measure the outcomes of public outreach, advocacy, communications, and information sharing programs;
• Establish current and retroactive baselines;
• Conduct “borderless” data collection to gain insights from other countries, as well as disapora communities in Canada;
• Identify unknown stakeholder groups and create detailed stakeholder maps; and,
• Provide context and insight to inform further data collection.
The Private Life of Mail at Advertising Week Europe - A critique by Les Binet...Royal Mail MarketReach
If you attended Advertising Week Europe 2015, you will have heard Les Binet, Head of Effectiveness, adam&eveDDB, and Peter Field, renowned author on media effectiveness, critique the results of The Private Life of Mail; 18 months of unprecedented research into mail in the home, heart and head.
Insights into how the digital age impacts on mail integrating effectiveness, measurement and planning. Everything you thought about mail, may not be true. Learn what they think this means for the way mail is planned and measured in the digital age.
Welcome to our Customer Growth Incentive Promotion, a great opportunity designed to help you to grow your business.
This promotion is for you to use mail to test new markets and marketing approaches or to supplement your multi-media campaign.
By sending incremental volumes that qualify for the Promotion, you will have the opportunity to earn a 2.5p postage credit for each qualifying incremental mail item that you sent during the promotion period and that Royal Mail has verified.
At Royal Mail we’ve always believed in using the power of 1 to 1 communications to build customer relationships.
However, technology has transformed marketing communications. The development of email and the rapid adoption of smartphones and tablets have changed the way
we connect with customers forever. When you want to talk to customers directly you now have many different tools at your disposal and that’s a good thing.
So we’ve conducted extensive research to find out how customers prefer businesses to talk to them. You have this research in front of you and we think the results are fascinating.
It shows that the core strengths of mail have endured and in some cases grown even stronger, often by driving customers online. Mail is still opened, still valued, still kept and still drives response. Digital has transformed marketing but it hasn’t replaced mail for one simple reason. Customers don’t want it to.
Customers are very clear about what they prefer to receive by mail. They prefer to receive items of substance that they can spend time with and keep. Equally, there are some communications like quick updates that customers prefer to receive via email.
So, complementarity pays. A recent meta-analysis by Peter Field on the IPA Databank reveals that 27% more of the campaigns which delivered high sales performance included mail than did not.
He also looked at campaigns which drove high acquisition levels. And 40% more of these included mail than those that didn’t. Campaigns with mail achieved over twice (104%) the market share growth when measured against campaigns without mail in the mix.
Over the last 18 months, Royal Mail MarketReach has conducted a series of research projects to understand exactly what that means for consumers, and what it means
for you.
We’ve looked into consumers’ homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat. We’ve looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch.
And we’ve literally looked into their heads, using the latest neuroscience techniques to discover that mail has a profound and direct impact on the brain.
It’s an unprecedented look at what happens after mail enters the home, which is why we’ve called it, The Private Life of Mail.
Research shows that mail and email work more effectively when used together, producing better results than when either medium is used on their own. Mail also triggers action, including driving people to connect with businesses online.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
2. Mail’s share of total advertising revenue declining
No industry visibility of the medium
Perception of being boring and analogue
No real understanding of how mail actually works
LIFE IN EARLY 2013
2
3. 3
HOW WE WENT ABOUT ADDRESSING
18 months of investigation
Significant investment
8 strands of research
THE PROBLEM
5. 8 STRANDS OF RESEARCH
5
Ethnographics
Ethno Quant
Neuroscience
Tactility
IPA Databank
BrandScience
Core Secondary
Mail & Digital 1
Mail & Digital 2
Values
Desk
Decode Sciencescan
TGI
IPA Touchpoints
6. 6
LIFE BEYOND THE LETTERBOX
PHASE ONE: ETHNOGRAPHIC STUDY
12 Households
Range of Life
Stages
7 days
Mail not
specifically
mentioned
(Media Moments)
Interviewer visits
- pre, during and
post
Source: Royal Mail MarketReach, Media Moments, Trinity McQueen, 2013
800+ hours of
CCTV footage
Motion sensitive
cameras
10. JACK & BECKI DISCUSS DOORDROPS
10Source: Royal Mail MarketReach, Media Moments, Trinity McQueen, 2013
11. MAIL FLOWS THROUGH THE HOME
11
Challenges
the direct
media
assumption
of a singular
impact
Part of the
fabric of daily
life - multiple
impacts over
time
Source: Royal Mail MarketReach, Media Moments, Trinity McQueen, 2013
Holding Area
Pile
Display
12. 12
LIFE BEYOND THE LETTERBOX
PHASE TWO: QUANT SURVEY
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
1,129 adults
Nat Rep
Online
How the
respondent
had interacted
with their most
recent mail
delivery
What other
mail was still in
the home?
What had
happened to it?
13. MAIL IS INTERACTED WITH AND SHARED
13
22 mins per
day reading
mail(3)
23% of mail
within a
household is
shared(2)
48% of
commercial
mail is
interacted with
each day(1)
(1 & 2) = Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014 (Interact = read, kept or acted on an item)
(3) = IPA Touchpoints 5, 2014 (Monday to Saturday reading)
14. MAIL IS DISPLAYED
14
39% of
people
display mail
in their
home
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
15. MAIL PERSISTS
15
Days within home
17Addressed advertising mail
38Unaddressed mail (door drops)
45Bills and statements
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
16. 16
WHAT PEOPLE SAY AND WHAT PEOPLE DO
ARE DIFFERENT
64%
Had opened a
piece of
advertising
mail that day
62%
Say they
reject all
advertising
mail
BUT
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
17. 17
NEUROSCIENCE
163 respondents
In home – small groups
Naïve to purpose of study
Owned and placed pieces of mail / email
Asked only to open the mail / emails they would open at home
STEADY STATE TOPOGRAPHY (SST)
Reading
Mail
Internet
browsing
& reading
emails
Television
Source: Royal Mail MarketReach, Neuro-Insight, 2013
18. 18
NEUROSCIENCE
STEADY STATE TOPOGRAPHY (SST)
Source: Royal Mail MarketReach, Neuro-Insight, 2013
Speed of response in the brain is measured -
not simply the amount of activity
19. KEY SST MEASURES
19Source: Royal Mail MarketReach, Neuro-Insight, 2013
Engagement
The extent to which the
participant finds the
stimulus to be personally
relevant to them
Emotional
Intensity
How strongly the
participant feels about the
stimulus
This can be a positive or
negative sensation
Long Term
Memory
Encoding
(LTME)
The extent to which the
brain is storing the
information it’s getting from
the stimulus
A high score doesn’t
necessarily mean that the
stimulus is actively
retained in memory, but
similar subsequent stimuli
are likely to trigger
stronger recall
22. 22
EXCEPTIONALLY HIGH PERFORMANCE FOR
MAIL ON THE MEASURES THAT COUNT
Best
performance
recorded
across
studies
No
significant
differences
by age or
attitudes to
mail
Source: Royal Mail MarketReach, Neuro-Insight, 2013
24. 24
AND MAIL PRIMES SPECIFIC ASPECTS
OF TV ADS
Source: Royal Mail MarketReach, Neuro-Insight, 2013
More
strongly
stimulated at
specific (call
to action)
moments
Resonated
with the
messages
previously
read in the
mail
Seen First
Seen Last
25. 25
THE ACADEMIC BIT
PEOPLE PLACE VALUE ON THINGS THEY CAN TOUCH
Paper vs. Screen
Physical media
= better retention
The Reading Brain in the Digital Age – The
Science of Paper vs. Screen. Scientific
American, April 2013
Multisensory Learning
More senses
= faster absorption
Shams & Seitz
Trends in Cognitive Sciences, 2008
Endowment Effect
Touch = Ownership = Value
Shu & Peck
Journal of Consumer Research, 2009
26. 26
TACTILITY RESEARCH
COGNITIVE AND EMOTIONAL IMPACT OF PAPER
50
observational
interviews
12 biometric
lab interviews
Invented five
brands to
remove prior
associations
Source: Royal Mail MarketReach, Tactility, Trinity McQueen, 2013
27. WE INVENTED FIVE BRANDS
Source: Royal Mail MarketReach, Tactility, Trinity McQueen, 2013
28. 28
HANDLING PHYSICAL ITEMS CHANGES THE
WAY PEOPLE INSTINCTIVELY TALK
“I’d feel bad about
throwing this in the bin” “The information felt expensive”
Source: Royal Mail MarketReach, Tactility, Trinity McQueen, 2013
Tactile
effects
stimulated
emotions
Tactility
reduced the
cognitive
effort
Cognitive
Miser
29. 29
A WIDER RANGE OF WORDS
MORE EMOTIONAL – LESS FUNCTIONAL
Source: Royal Mail MarketReach, Tactility, Trinity McQueen, 2013
Online Retail Travel Leisure
31. 31
IPA EFFECTIVENESS DATABANK ANALYSIS BY
416 client cases
Comparing those with mail (97) vs. without mail (319)
Controlled to ensure no bias:
Campaign duration
Relative budget size
Performance in winning creative awards
Category dynamics (growing, static, declining)
Pre-campaign market share
Looked at results for:
Sales
Acquisition
Market share growth – absolute and efficiency
Efficiency = how strongly Extra Share of Voice (ESOV) drives growth
MARKETING EFFECTIVENESS EXPERT PETER FIELD
32. 32
EFFICENT PERFORMANCE ON
KEY METRICS
Source: Royal Mail MarketReach, IPA Meta-Analysis, Peter Field, 2013
Campaigns
with mail
delivered
market share
growth with 3x
the (ESOV)
efficiency
27% more
likely to
deliver top-
ranking sales
performance
40% more
likely to
deliver top-
ranking
acquisition
33. 33
ECONOMETRIC META-ANALYSIS OF
THE
401 cases - 56 used mail and 42 door drops
One years data per case – 3 campaigns on average
Update of our work done in 2010 – c.70% of cases 2010 onwards
Nine media types covered – mail, door drops, TV, print (combined
newspapers and magazines), out-of-home, radio, online display, search and
cinema
All of the mail / door drop cases except for two were multi-channel
Revenue ROI
Return over 3-6 months
Categories covered - telecommunications, financial services, retail, public
sector, media and leisure / entertainment
BRANDSCIENCE “RESULTS VAULT”
34. EVIDENCE OF ROI MEDIA MULTIPLIER
34
When mail was
included total
communications
ROI jumped
from £4.22 to
£4.73 – a 12%
increase
Source: Royal Mail MarketReach, BrandScience Meta-Analysis, 2014
35. MAIL AND DIGITAL
35
Part 1 (2013) Part 2 (2014)
Methodology Online quantitative survey
Sample size 1,000 2,375
Sample characteristics
covered
Demographics
Demographics
Digital behaviour (device
ownership, frequency of use)
Communications media
covered
Mail
Email
Mail
Email
Online Portal
Sectors covered Not sector specific
Finance, Retail, Mail Order,
Utilities, Telecoms
Response types covered
Emotional
Physical
Commercial
Emotional
Physical
Commercial
Digital (e.g. response via
social media/downloading app)
Mail types covered Advertising Specific to sector
36. 36
VALUES (V2C DRIVES V2B)
WHAT GOOD MAIL LOOKS LIKE AND ACHIEVES
Follow up in–
home interviews,
mail collection
and diary
keeping exercise
Focus groups x 6
Recruitment of
participants for
ongoing in-home
research
Quantitative
assessment on
preliminary
qualitative findings.
Omnibus
questions among
2,000
respondents
Final in-home
interview and
diary/ post
collection
Full quantitative
survey 3,000
respondents (sector
focus)
Confirmation of v2c
dynamics and the
longer term value of
mail.
Qualitative understanding of
the value of mail.
Quantitative verification
of v2c;
what drives v2c and
what destroys v2c
Mail that they had
recently
received… that
they found useful
and/or
interesting
• FS
• Retail
• Utilities/telecom
• Govt / Health
• Travel / Tourism
• Charities
37. 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
THE PRIVATE LIFE OF MAIL
37
38. 38
THE PRIVATE LIFE OF MAIL
Mail persists in the home
Mail drives strong emotional engagement
Mail triggers powerful brain responses
Mail primes other media
Mail delivers a strong return
I could reel off exactly how we did it, but instead I’m going to take the opportunity to illustrate the principle. What you’ve five brands, five DM pieces, at increasing levels of what you might call ‘tactile interest’. The changes we made are all things that can’t be replicated digitally – texture, paper weight, surface effects and so on. And hopefully you’re noticing how quickly you grasped that principle when you actually had the items to handle.