WARC presented the results of a comprehensive study conducted in partnership with Marketreach, the trade mail marketing authority, on the relationship between interest and mail to reflect the true power of mail engagement as a marketing channel.
Based on groundbreaking research, The Attention Advantage. Exploring Mail's Influence in an Attention-Little World shows for the first time how much attention people pay to their mail across different types of mail, the value of that attention, and the role of mail. . It includes relationships between other media and media mixes.
"As we enter a new era of advertising marked by advancing technology, changing consumer behavior and increasing privacy concerns, this paper offers strategic advice and practical recommendations for navigating the complex terrain of interest and email advertising.
"In a world where winning the battle for attention is becoming increasingly difficult, we've found that email . . . is the most effective channel to achieve that goal. Now is the time for marketers to rethink the role of mail in the media mix.
The main findings of the study are:
Emails are effective in attracting high-quality attention. About two-thirds (63%) of recipients say email
Mail is one of the most effective and efficient ways to attract consumer attention This requires a long wait as consumer needs and behavior evolve; People's lives are more centered around the house. Need more relevant personal messages. There is a shift towards trusted brands that communicate honestly and authentically.
New research from MarketReach and Blue Yonder shows that people pay close attention when checking email. Nearly two-thirds (63%) of those surveyed said the issue received their full attention.
In an interesting study, a recent analysis by JICMAIL (Joint Industry Committee of the Postal Industry) found that the highest level of interest recorded by a group of 1,000 people over a four-week period was commercial mail (150 seconds), followed by: direct mail (108 seconds) and partially addressed mail (65 seconds).
Additionally, JICMAIL research shows that mail is one of the most effective ways to attract consumer attention.
Mail has attention advantages and is a powerful addition to the media mix. More than 80% of letters delivered with an envelope are opened.
Email encourages physical and emotional interaction, resulting in higher levels of engagement. More than 80% of envelopes were opened. The average email is viewed twice within a week of receipt and 58% of it is saved for future reference.
Havas CX Helia Chief Strategy Officer Lucy Hale said: “The power of the Post Office to put physical value into our hands cannot be underestimated. Interestingly, this view also applies to the younger audience… they spend the most. Their lives are online.” Compared to adults, physical experiences become very important to them.
The postal service's high level of customization, long lead times and the fact that 'advertising is a medium' means that the postal service complements other marketing channels very well in the media mix and can act as an amplifier.
"By strategically using email at prime times, we can create magical moments throughout the customer journey," Haley added. "Public opinion can be very strong at this point."
Messaging can make significant improvements at all levels of the marketing funnel. Messages convinced 16% of recipients to consider the brand and 5% transacted
As the customer journey becomes less linear, brands can increase their share of existing demand by driving purchase intent and creating purchase incentives.
The survey found that snail mailers convinced 16% of recipients to think about the brand, and 9% said it inspired an intentional action, such as visiting a website or store. The post office can also "seal the deal". On average, 5% of products result in a transaction.
Methods: Facilitation of attention. A study of the impact of mail in the small world of attention based on a survey of 1,475 emails by MarketReach and Blue Yonder. The results, along with WARC's own JICMAIL data, are comprehensively analyzed to provide valuable insights that can transform the strategies and practices of advertisers, marketers, media and communications professionals.
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