RESEARCH - The Private Life of Mail
Provided by Royal Mail MarketReach
We spent 18 months conducting a series of research projects to understand exactly what happens after mail enters the home.
What was the Challenge / Background of the Campaign?
In today's rapidly transforming media landscape, brands and consumers are
communicating in more diverse ways than ever.
Mail, however, represents a significant point at which communication becomes physical.
Over the last 18 months, Royal Mail MarketReach has conducted a series of research
projects to understand exactly what that means for consumers, and what it means
What was the Campaign Objective?
We've looked into consumers' homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat. We've looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch. And we've literally looked into their heads, using the latest neuroscience techniques to discover that mail has a profound and direct impact on the brain.
It's an unprecedented look at what happens after mail enters the home, which is why
we've called it, The Private Life of Mail.
What were the Results?
These findings are the result of over 18 months in-depth investigation. We used
a combination of traditional and new methods in the field of market and media
research, including ethnography, quantitative and neuroscience research, interviews and analysis. Here are the most important things for you to know.
Mail has always delivered a great return on investment (ROI) - and it still does. But we've learned that mail also has the kind of benefits you might have associated with above the line media, such as creating strong, emotional connections and brand associations.
What were the Key Learnings of this Campaign?
Digital media has changed the advertising world. What digital media hasn't changed is people. We are still physical creatures that thrive on human contact and stimulation. Giving, receiving and handling tangible objects remain deep and intuitive parts of the human experience. In the never-ending stream of two-way virtual communication, sending a direct sensory experience of your brand can mark a pivotal moment in the customer journey.