Mailmen.co.uk
Royal Mail Market Research

Discover why people value mail

When people feel something, they do something. Mail that consumers value elicits an emotional response. We wanted to show you just how varied and powerful those emotions can be, so we created Mo. Interact with Mo to see some of the different ways mail can make people think and feel – which in turn makes them act.

WHAT MAKES A PIECE OF MAIL VALUED?

To help your business make the most of mail, we conducted in-depth qualitative and quantitative research. We looked at what makes a piece of mail valued, and we found four key characteristics.

1. IT CONTAINS USEFUL INFORMATION

Valued mail contains information that keeps customers up to date, tells them something new and explains what, if anything, they need to do. 44% of people feel better informed by mail they value.

2. IT MAKES YOU THINK

Valued mail makes people consider – or reconsider – their perceptions about the brand or product and its relevance to them. 57% of people who received mail they valued felt more positively about the brand that sent it.

3. IT CREATES FEELINGS

Valued mail creates real feelings. Some are personal, some are purely transactional and some arise due to the relationship between the recipient and the sender. 45% of people feel happy when they receive mail they value.

4. IT LEADS TO ACTION

Perhaps most importantly of all, valued mail drives actions that create commercial value for the advertiser. Valued mail engages customers on a personal level because they either already had a relationship with the brand or because they received mail that was timely or relevant.
92% of consumers who reported feeling something in response to valued mail also said they acted on that feeling.


Royal Mail MarketReach, Valued Mail, Quadrangle, 2014.

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