Advertising mail presents multiple opportunities for people to engage with brands and can remain in the home for an average of 17 days, a study into the role of mail in the home has revealed.
Royal Mail MarketReach’s investigation into how mail is interacted with after it lands on the doormat found that mail is filtered, handled, shared, discussed, kept and filed away for longer than previously thought. In addition, the study, which involved observing more than 800 hours of video footage, found that door drops remain in the home for an average of 38 days.
Displaying and sharing in the home
The study also revealed that four in ten people (39 per cent) have a dedicated display area for mail in the home. Of those who have a dedicated display area for mail, 51 per cent said this could be found in their kitchen. 31 per cent displayed their mail in the living room and 18 per cent displayed it in the hallway.
In shared households, the research found that 35 per cent of promotional mail is passed on to others. Since people living in shared households tend to be younger, this has particular implications for mail. The IPA Touchpoints research (2014) found that 15-34 year olds are:
- 42 per cent more likely to find mail memorable
- 27 per cent more likely to welcome it
- 71 per cent more likely to trust advertising mail they receive
- 21 per cent more likely to have switched a supplier as a result of mail than the UK population as a whole.
Unprecedented insight
The findings which are part of Royal Mail MarketReach’s 18-month research programme, The Private Life of Mail, which brings together unprecedented insight into the role of mail in people’s homes, hearts and heads, plus the impact this has on advertisers’ ROI.
Source: Royal Mail
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