apresentação do powerpoint · 5s email spam 17 days addressed advertising mail 45 days bills and...

Bob Phillips,

CityPOST IrelandRetail Retreat, 10 May 2017

Understanding the Private Lives

of Consumers

Understanding the Private Lives

of Consumers

• Understanding the Private Lives of

Consumers

• People place value on the things

they can touch

• Does your message to the consumer

last 5 seconds or 17 days?

• How to turn consumers ‘on’ to your

brand

• Recap: Core Points

UNDERSTANDING THE

PRIVATE LIVES OF

CONSUMERS

Does anyone here have a special place in your

home where mail is kept?

Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014

69% of young families have a

specific place in their home

where they keep letters?


32% of Fledglings (18-24 year

olds) are more likely to trust

information in print v digital

The Power of Direct Mail

Mail lives a rich, complex and surprisingly

long life beyond the doormat

The open rates for mail today are exceptional

MAIL IS OPENED

OPEN RATES

Letter – about a product/service they don’t have 60%

Letter – promotion or special offer 69%

Brochure from company they have ordered from before 71%

Statement, bill or information update 83%



(Source: Royal Mail MarketReach)

PEOPLE PLACE

VALUE ON THE

THINGS THEY CAN

TOUCH


(Source: Royal Mail MarketReach)


Send an

offer by mail

and

recipients

will perceive

it as worth

more than

the same

offer on

screen

DOES YOUR

MESSAGE

LAST 5

SECONDS OR

17 DAYS?

Source: Marcus Rich – CEO Time Inc UK

Mail is Kept

Mail keeps your brand and product in a recipient’s home for an average of

5s email spam

17days

addressed advertising

mail

45days

bills and

statements


Mail is Shared

Mail is passed on to the ‘right’ recipient in the home

SHARERATES

Letter – promotion or special offer 21%

Brochure from a company not ordered from before 23%

Letter – about a product/service they don’t have 25%

Brochure from a company ordered from before 29%


Mail Stands Out

3%

3%

22%

72%

48%

18%

19%

15%

11+

7 to 10

4 to 6

1 to 3

How many items do you receive in a day?

Email

Mail

70%Agree:

“I feel that I receive too

many emails”

Source: Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013

HOW TO TURN CONSUMERS ‘ON’ TO

YOUR BRAND

Mail makes people feel Valued

MAIL EMAIL

57%

56%

56%

55%

17%

27%

31%

25%

Feel more valued

Spend a lot of time reading it

Grabs attention

Gives a better impression


Question asked (S4Q4): Thinking just about the messages you get from businesses, please tell me whether you think [statement] is most true of mail or of email in your opinion?

Base: all respondents (n=1,000)

Valued mail drives feelings

92%of respondents said

their valued mail

made them feel

something

92%of respondents

said their valued mail made them feel something

Base: 3000.

Source: Royal Mail MarketReach, Valued Mail, Quadrangle, 2014

…Which drives actions

92%of respondents said

their valued mail

made them feel

something

92%of respondents

said their valued mail made them feel something

92%of respondents

who felt something did

something

Base: 3000.

Source: Royal Mail MarketReach, Valued Mail, Quadrangle, 2014

Lots of actions

Useful and interesting mail does more than just sell today

22%

39%

39%

42%

Attended/visited

Gathered information

Advocated

Acted upon it directly

Q.And what did you do as a result of getting mail from….?

Source: Royal Mail MarketReach, This Time It’s Personal, 2015

In particular, mail drives people

online

43%Downloaded something

54%engaged

with social media

AS A DIRECT

RESPONSE TO

RECEIVING AN

ITEM OF

DIRECT MAIL

92%Driven to

online activity

87%Influenced to make online purchases

86%Connected

with business


By all ages of people

26.7%bought or ordered

from direct mail in

last 12 months*

By life stage, all groups cluster close to the average

Fledglings

Sharers

Couples

Younger Families

Older Families

Empty Nesters

Older Retirees

23.3%

21.7%

26%

29.6%

26.9%

25.8%

31.7%

*Source: TouchPoints 6, 2015

So including mail in the mix boosts

ROI

Source: Royal Mail MarketReach, IPA Databank Meta-Analysis, Peter Field, 2013

CAMPAIGNS INCLUDING MAIL WERE:

27%

more likely to deliver top-ranking sales performance

40%

more likely to deliver top-ranking acquisition levels

45%

30%

57%

42%

0%

10%

20%

30%

40%

50%

60%

% C

lien

ts lis

tin

g to

p p

erf

orm

ing

imp

rove

me

nts

RROI - NO MAIL RROI - WITH MAIL

+27%

+40%

Sales Aquisitions

And creates a measurable media

multiplier effect

Total ROI increased 12% when mail was included in the mix.

4.22

4.63

5.58

4.734.93

6.31

1

2

3

4

5

6

7

Total Comms TV Print

RR

OI

RROI-NO MAIL RROI-WITH MAIL

Source: Royal Mail MarketReach, BrandScience 2014; advertiser cases including mail versus cases without mail.

Why? Because that’s how we’re wired

At a top level, mail has a much more powerful overall impact on

the key measures of the neuroscience project than email or TV.

Royal Mail MarketReach, Neuro-Insight 2013

168

202

172

127

165

130

105 113100

0

50

100

150

200

250

Engagement Emotional Intensity Long-term MemoryEncoding

Mail

Email

TV

Ind

ex

ve

rsu

s r

es

tin

g b

rain

Core points

• Understanding the Private Lives of

Consumers

• People place value on the things they can

touch

• Does your message to the consumer last 5

seconds or 17 days?

• How to turn consumers ‘on’ to your brand

apresentação do powerpoint · 5s email spam 17 days addressed advertising mail 45 days bills and...

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