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Monday, 07 August 2017 12:56

THROUGH THE LETTERBOX - What happens to mail once it’s delivered?


What happens to mail once it’s delivered?

A direct mail campaign can take months of planning; the creative, the offer, data segmentation, print and production, all have to be decided before the campaign finally makes it to distribution. What happens once it is delivered, reveals some of the reasons why DM is still an important weapon in a company’s marketing armoury.

Thanks to the Royal Mail, which conducted an 18-month investigation into the Private Life of Mail, we can see what happens once its delivered. Here are five fantastic insights into what happens once it goes through the letterbox:

  1. 39% of homes have a dedicated display area for mail

Think about your mail as poster for your brand. Now you know your mail is going on display, how you can maximise its visibility?

  1. It’s not just the recipient who sees the mail

An average of 23% of all mail is shared between people in a household, with 21% of promotions and special offers shared. This provides a great opportunity to take your brand-messages to wider audience.

  1. The shelf life of mail is longer than you think

Mail isn’t just thrown into the recycle bin! In fact, advertising mail is kept for average of 17 days, while door drops last for 38 days. Unsurprisingly, bills and statements last the longest (45 days). This means your DM can continue to have an impact for weeks – consider this when planning your call to action.

  1. Mail makes people feel valued

More than half (57%) of people claim that receiving mail makes them feel more valued. Sending mail creates a more genuine two-way relationship between brands and consumers, use your messaging to reinforce this emotion.

  1. Mail moves round the house

Unsurprisingly, the majority of households display their mail in the kitchen (51%), living room (31%), or hallway (18%). However, three percent of people display their mail in the bedroom, and unsurprisingly 1% sits with you in the loo! Think where your mail will be end-up, and the impact this may have on creative, and it may open new opportunities for engagement.

To read the full Royal Mail research visit www.mailmen.co.uk/campaigns/the-private-life-of-mail
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