THE PRIVATE LIFE OF MAIL

MAIL IN THE HOME,

HEART AND HEAD

Name

Date

Presentation to xxx

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

18 MONTHS OF RESEARCH

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DEVELOPED IN 8 STRANDS

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Ethnography

Post ethnography survey

Multisensory Communications: review of academic literature

Tactility

Values: Best Mail

Mail and Digital 1 & 2

Neuroscience

ROI/Effectiveness metrics

Mail in the Home

Mail in the Heart

Mail in the Head

Mail in the Wallet

Case Study: The Salvation Army

Summary

Appendix

THE STORY OF THE PRIVATE LIFE OF MAIL

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MAIL IN THE HOME

LIFE BEYOND THE LETTERBOX

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MAIL GETS OPENED – AT HIGH RATES

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Statement, bill or information update

Brochure from a company they have ordered from before

Letter – promotion or special offer

Letter – about a product/service they don’t have

Leaflet without an address about a product/service

Leaflet without an address about a promotion/offer

Brochure from a company not ordered from before

83%

71%

69%

60%

59%

54%

54%

OPEN

Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014

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MAIL’S JOURNEY ISN’T OVER WHEN

Adults read their mail on average for 22 minutes a day.

IT HITS THE DOORMAT

1.15PM: Collects mail and brings it into the

home with other bags and belongings

1.30PM: Opens mail whilst doing other jobs

2.15PM: Opens parcel

2.30PM: Uses laptop to get details on a piece

of mail received

5.30PM: Uses laptop again to get further

details on the piece of mail from earlier

8.30PM: Brings catalogue into lounge to read

Source: IPA Touchpoints 5 (Data based on Monday – Saturday morning); Royal Mail MarketReach, Media Moments, Trinity McQueen, 2013

PEOPLE GIVE MAIL TIME

Mail is kept for extended periods, creating a constant presence in the home.

17 daysfor mail

38 daysfor door drops

45 daysfor bills and statements

8Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014

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AND SPACE

80% of adults kept some mail that

companies had sent them in the last four

weeks.

‘The Holding area’ where it is kept

before being dealt with

‘The Pile’ for mail that has been read

and will be revisited

‘The Display area’ for useful or

important items (local information,

time limited offers)

Display Area

Pile

Holding area

Source: TGI, Kantar Media, 2014; Royal Mail MarketReach, Media Moments, Trinity McQueen, 2013

MAIL GETS DISPLAYED

39% of people have a dedicated display area for mail in the home

10Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014

MAIL IS SHARED

An average of 23% of mail is shared within a household.

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Brochure from a company I have ordered from before

Statement, bill or information update

Letter – about a product/service they don’t have

Brochure from a company not ordered from before

Leaflet without an address about a promotion/offer

Letter – promotion or special offer

29%

24%

25%

23%

22%

21%

SHARE

Average of 23% of mail shared

within a household

Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014

Mail brings a brand into the home where it is not just kept, but

often displayed and shared

It extends reach to additional individuals

It’s seen multiple times

SUMMARY

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MAIL IN THE HEART

CREATING AN EMOTIONAL

RESPONSE

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TOUCH CREATES A POWERFUL

When people can both see and

touch something, they value it

24% more highly than if they

can only see it.

Over a third of people say that

the physical properties of mail

influence how they feel about

the sender.

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EMOTIONAL RESPONSE

+22% +24%

2.75 2.73

3.36 3.38

0

1

2

3

4

5

Psychological ownership Valuation

VISION ONLY VISION AND TOUCH

Participants were asked to subjectively grade ownership and value on a 7 point scale.

Source: Peck, Joann, and Suzanne B. Shu. The Effect of Mere Touch on Perceived Ownership. Journal of Consumer Research, 2009; IPA Touchpoints 5, 2014

PEOPLE FEEL VALUED AND HAVE A

BETTER IMPRESSION OF THE BRAND

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The emotional impact of mail versus email

I am more likely to take it seriously

It gives me a better impression of that company

It makes me feel more valued

63%

57%

55%

18%

17%

25%

(% True of Mail vs. True of Email)

MAIL EMAIL

Source: Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013

MAIL IN THE HEAD

HOW MAIL IMPACTS THE BRAIN

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THE BRAIN RESPONDS MORE STRONGLY

Mail had a much more powerful overall impact on the key measures of the

neuroscience study than email or TV.

TO MAIL THAN TO TV OR EMAIL

Source: Royal Mail MarketReach, Neuro-Insight 2013 19

168

202

172

127

165

130

105113

100

0

50

100

150

200

250

Engagement Emotional Intensity Long-term Memory Encoding

Ind

ex v

s.

'No

rma

l' r

es

tin

g b

rain

MAIL EMAIL TV

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IN A MULTI MEDIA CAMPAIGN

SEQUENCING MAIL LAST MAXIMISES IMPACT

Source: Royal Mail MarketReach, Neuro-Insight, 2013

Mail after TV and email

100 100 100

112

101

106

126

121

110

80

90

100

110

120

130

140

Engagment Emotional Intensity Long-term MemoryEncoding

Ind

ex v

s.

resp

on

se

fro

m first e

xp

osu

re

MAIL SEEN FIRST MAIL SEEN SECOND MAIL SEEN THIRD

Engagement

MAIL IN THE WALLET

HOW MAIL MAKES MONEY

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MAIL DELIVERS ROI

Mail ROI showed a strong channel performance in BrandScience cases

Revenue Return on Investment of clients using direct mail

Source: Royal Mail MarketReach BrandScience, 2014

0

2

4

6

8

£

RROI (Revenue ROI)

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Total ROI increased 12% when mail was included in the mix.

MEDIA MULTIPLIER EFFECT

MAIL CREATES A MEASURABLE

Source: Royal Mail MarketReach, BrandScience 2014; advertiser cases including mail versus cases without mail.

4.22

4.63

5…

4.734.93

6.31

1

2

3

4

5

6

7

Total Comms TV Print

RR

OI

RROI-NO MAIL RROI-WITH MAIL

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MAIL DELIVERS NEW AUDIENCES

Adding mail to the mix opens up new responsive audiences. When mail is

added to the schedule

versus email on its own

Source: Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013

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INCLUDING MAIL DELIVERED TOP-RANKING

Campaigns that included mail

were:

27% more likely to deliver top-

ranking sales performance

40% more likely to deliver top-

ranking acquisition levels

SALES AND ACQUISITION PERFORMANCE

Source: Royal Mail MarketReach, IPA Databank Meta-Analysis, Peter Field, 2013

+27% +40%

45%

30%

57%

42%

0%

10%

20%

30%

40%

50%

60%

Sale Acquisition

% C

lien

ts l

isti

ng

to

p p

erf

orm

ing

im

pro

vem

en

ts

RROI - NO MAIL RROI - WITH MAIL

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WITH MAIL IN THE MIX, MARKET

SHARE GREW 3x MORE EFFICIENTLY

Mail included in multi-channel campaigns drove market share growth with

3x the efficiency versus non-mail advertisers.

2.9xMarket share growth

for all clients

3.4x Market share growth

for service sector

Comparing market share growth per 10 Extra Share of Voice points (ESOV) shows the increase in efficiency of advertising plans including mail.

Source: Royal Mail MarketReach, IPA Databank Meta-Analysis, Peter Field, 2013

MAIL IN ACTION

The Salvation Army: an award-winning charity case study

THE SALVATION ARMY

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THE SALVATION ARMY GREW NEW

DONORS BY 262% IN 5 YEARS WITH

Source: Royal Mail MarketReach/Mike Colling & Company. Awards: IPA Effectiveness Awards, Silver 2014; DMA Bronze Award, Best Use of Direct Mail 2012; DMA Gold Award, Best Media Strategy 2011.

Background: The heart of The Salvation Army’s fundraising is a 6 week marketing campaign before Christmas, during which they recruit all their new donors. However, this had been the approach for years and was tiring.

Solution: The Salvation Army added both TV and search and simultaneously more than doubled investment in mail volumes. Cold mail volume increased +270% to 5.4m while door drop volume increased 158% to 9.6m.

Results: The number of new donors recruited grew by 262% and total donations grew by 48%. £9.5m of immediate incremental income is projected to become an additional £24.8m over the next five years, as many new donors give again.

MAIL AT THE CORE

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MAIL REACHES NEW DONORS WITH

Use door drops for reach; cold mail for precision

PRECISION. NO WASTAGE

69%

52%49%

52%

55%

97%

0%

20%

40%

60%

80%

100%

120%

TV Press Inserts Search Doordrop Address mail

% NEW DONORS

Source: The Salvation Army data, analysis by MC&C

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MAIL WAS KEY FOR ACQUISTION

The Salvation Army used net cost per new acquisition and other key

metrics, rather than just campaign ROI.

£122.89

£57.54 £56.37 £52.80

£31.88

£22.53

£2.08

£0.00

£20.00

£40.00

£60.00

£80.00

£100.00

£120.00

£140.00

Press Doordrops TV Inserts Radio Direct mail Paid search

COST PER NEW DONOR 2010

Source: MC&C/The Salvation Army, 2010

“Direct mail, both addressed and unaddressed, has the unique

capacity to generate more engagement, response and income

per thousand from consumers exposed to it than any other

medium. In these days of attention scarcity that’s a huge value

to advertisers. When properly integrated with broadcast and

digital media its benefits are amplified”.

Salvation Army IPA Effectiveness Award entry, MC&C, 2014 Silver

THE SALVATION ARMY LEARNINGS

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“Mail forms the absolute backbone of The Salvation Army’s

direct marketing fundraising operations.”

Julius Wolff-Ingham, Head of Marketing and Fundraising, The Salvation Army

OUR

SUMMARY

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Mail brings a brand into the home where it is kept, displayed,

and/or shared

Its tactile qualities have powerful emotional and rational impact

that can be identified and proven

Mail makes your message more memorable

Mail drives successful return on investment

When used in integrated campaigns, it can provide a

measurable media multiplier effect

Mail delivers top-ranking sales and acquisition growth and

efficient market share growth

SUMMARY

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THANK YOU

NAME

Email / contact details