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Royal Mail Market Research

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New Thinking About Mail: The Thought Pieces

Get inside the heads of some of the best people in the business

Discover New Thinking About Mail

Some of the UK's best business minds have joined the Mailmen movement, each bringing their own unique perspective of the evolving role of mail in their sector.

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Discover why people value mail

Find out what valued mail makes customers know, think, feel and do.

WHEN PEOPLE FEEL SOMETHING THEY DO SOMETHING

We all know that mail elicits a strong rational response. Our latest research shows that valued mail also provokes powerful emotional responses that drive action.

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The Private Life Of Mail

Mail’s journey doesn’t end on the doormat. It’s just the beginning.

How consumers interact with mail

We spent 18 months using advanced research techniques to look inside the homes, hearts and heads of consumers and discover how mail touches peoples lives.

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TECHNOLOGY HAS HAD A PROFOUND IMPACT ON MAIL. IT’S MADE IT WORK EVEN HARDER.

Since its advent, digital media has changed the advertising world.

New platforms have worked quickly to enhance consumer relationships and, thanks to this technology, marketing is focusing on 1 to 1 like never before.

But this doesn’t mean the future’s all about digital. It doesn’t mean it’s all about mail either.

We firmly believe the future lies with both mail and digital, working together. Brands that use the intimacy of a letter as well as the connectivity of a smartphone will be valued more highly by customers.

It’s probably no big surprise to discover that mail is the perfect complement to a multi-media campaign. What you may not know is how highly effective mail is at delivering ROI. Our research shows mail performs in sales and direct response and in other metrics, including incremental reach and brand switching.

The lesson is clear. Mail colours in your message and when used as part of the marketing mix it brings your whole campaign to life.

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