The Private Life of Mail Summary
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Transcript of The Private Life of Mail Summary
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
2
DEVELOPED IN 8 STRANDS
3
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
4
MAIL IN THE HOME
LIFE BEYOND THE LETTERBOX
5
MAIL GETS OPENED – AT HIGH RATES
6
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
7
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
9
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.
11
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
12
MAIL IN THE HEART
CREATING AN EMOTIONAL
RESPONSE
13
14
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.
15
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
16
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
17
18
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
20
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
21
22
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)
23
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
24
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
25
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
26
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
27
28
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
29
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
30
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
31
“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
32
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
33
THANK YOU
NAME
Email / contact details