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The Strategic Mailing Partnership (SMP) has welcomed new data from WARC and Royal Mail Marketreach on the relationship between attention and mail to reflect the true power of mail’s engagement as a marketing channel.
The report, ‘The Attention Advantage: Exploring the impact of mail in an attention scarce world’, reveals how much attention people are paying to their mail across different mail types, the value of this attention, and the role of mail in comparison to other media and within the media mix.
The study found that nearly two-thirds (63%) of recipients say mail attracts their undivided attention, while mail persuaded 16% of recipients to consider the brand, leading 5% to a transaction.
Lucy Swanston, chair of the SMP, said: ‘This research is incredibly valuable and backs what we have been campaigning for, that mail has a strong place in the marketing mix.
‘This data clearly shows the positive impact that mail can have on capturing recipients’ attention and leading them to engage with a brand. In a world with so much noise and so many channels available, being able to offer brands an effective, impactful method to connect with their customers is invaluable.’
Patrick Malone, senior media planner at Marketreach, said: ‘As we stand on the cusp of a new era in advertising, one marked by evolving technologies, shifting consumer behaviours and heightened privacy concerns, this research paper offers strategic guidance and actionable recommendations to navigate the intricate terrain of advertising in the context of attention and mail.’
Paul Stringer, managing editor, research and advisory at WARC, added: ‘In a world where the battle for attention is becoming ever harder to win, we have found that not only is mail highly effective at generating attention, it is also one of the most cost efficient channels at delivering against this objective. This is a good time for marketers to reconsider the role of mail in the media mix.’
Key findings outlined in the study are:
Mail is effective at delivering high quality of attention: nearly two-thirds (63%) of recipients say mail attracts their undivided attention.
Mail has an attention advantage and is a powerful addition to the media mix: over 80% of mail delivered in an envelope is opened.
Mail can deliver significant uplifts across every level of the marketing funnel: mail persuaded 16% of recipients to consider the brand, leading 5% to a transaction.
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