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.