Research Commissioned by the Royal Mail

In 2018, direct mail advertising accounted for £1.56 billion British pounds of revenue. Let’s find out why.

Research commissioned by the Royal Mail

Millward Brown/Kantar and Bangor University conducted market research by putting people through an MRI scan before any form of direct mail, after an email campaign and also after a hard copy diect mail campaign. They were trying to scientifically clarify if tangible materials leave a deeper footprint in the brain.

This research strongly suggests that greater emotional processing is facilitated by the physical material than the virtual.

Physical material involves more emotional processing, which is important for memory and brand associations. It really is fascinating the role that neuroscience has on marketing.

The findings were featured in Royal Mail’s Mail in the Digital Age campaign, targeting the UK’s top 3,000 advertisers.

Personalisation is key when considering direct mail, helping break through digital and online distractions – 84% of research participants were more likely to open a letter due to the personalised approach.

Research suggests that audiences have recalled brands 75% of the time when viewing direct mail material, in comparison to digital content at 44%. 

Did you also know that 66% of direct mails throughout the UK are opened, also influencing a staggering of 56% of audiences to visit both online and physical stores following the exposure? This suggests a high response rate to direct mail campaigns, helping to influence target markets.

For the B2C side of things – On average, 39% of homes have a dedicated area for direct mail. Audiences are prepared, pre-empting delivery. They are automatically accepting your marketing material, unlike other methods such as junk email and adverts.

We are passionate that direct mail, when cleverly used, can be a game changer for companies marketing strategy.

Stand OUT. Build Relationships. Grow.


Comments are closed.