In the first major advertising campaign for its MarketReach direct marketing arm, Royal Mail is encouraging organisations to embrace the printed word to increase the effectiveness of their digital marketing.
The MailMen campaign draws on a number of recent research projects that highlight the place that mail still has in people’s homes, hearts and heads – and the impact that this has on advertisers’ ROI.
These include MarketReach’s 18-month research programme, The Private Life of Mail, which used biometric and observational research techniques to see how people interact with mail. Among its fidings are that:
People value something 24% more highly when they can see and touch it, compared to when they can just see it;
55% say mail gives them a better impression of a company, compared to 25% for email;
57% say that receiving mail makes them feel more valued, compared to 17% who feel the same about email; and
63% say they treat messages sent by mail more seriously, compared to 18% for email.
Royal Mail argues that people’s emotional attachment to mail can be used to add impact to digital marketing. Research by the IPA Effectiveness Awards Databank shows that multi-media campaigns that include mail are 27% more likely to deliver top ranking sales performance than campaigns that don’t.
The relationship works the other way, too. A study by InfoTrends, Understanding Vertical Markets Enterprise Communications Requirements (2012), found that when print was the only channel used in a campaign, the average response rate was 6%, with a conversion rate of 16.2%. When email was added into the mix, the response rate rose to 7.6% and the conversion rate to 18.3%.