Reasons to love mail

Posted on May 22 2015 - 9:18am by John Peters
RATING

Not everyone prefers digital communications. As this selection of recent research findings show, there are many occasions when, and reasons why, a posted letter is still the best option

Not everyone prefers digital communications

Not everyone prefers digital communications

  • 7 out of 10 people prefer to receive legal or banking information in the form of a letter. Just over one quarter of us are happy to receive such information via email. Less than 1% think a phone call or text message appropriate for formal communications.
  • Almost 50% of people prefer to receive sales information via a letter or brochure, closely followed by email, cited by 42.8%. Less than 7% like to receive sales information face-to-face.
  • Mail has a greater impact on the area of the brain associated with long-term memory, indicating that printed communications are more memorable. Mail has a 32% more powerful effect than email on long-term memory encoding (LTME) – one of the key metrics for advertising effectiveness – and a 72% greater impact than T V.
  • Mail also has a higher neuroscience engagement measure than other media, suggesting that people interact with mail and absorb its messages in a largely unconscious way. The neuroscience engagement measure for mail is 33% higher than for email and 60% higher than for television.
  • People value something 24% more highly when they can see and touch it rather than just see it.
  • A majority (57%) say that receiving mail makes them feel more valued; only 17% feel the same about email.
  • Almost two thirds (63%) of consumers take mail more seriously than email.
  • People who receive bank statements through the post are more than twice as likely to correctly identify how much money is in their account as those who receive statements online (82% vs 32%).
  • Direct marketing campaigns that include mail are 27% more likely to deliver topranking sales performance, and 40% more likely to deliver top-ranking customer acquisition levels than campaigns without mail.
  • An average of 23% of all mail is shared between people in a household. 21% of promotions and special offers are shared.
  • Mail is kept in a household for an average of 17 days for advertising mail, 38 days for door drops and 45 days for bills and statements