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Building on research by Royal Mail and other independent sources, this presentation is packed with interesting figures about how people consume information in todays digital world, yet physical mail still has its part to play.
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Mail & Digital: unlock more value from your customer relationships…
How? By understanding…
The impact of the digital revolution
Mail’s enduring strengths
How to use mail and email
together
2007 2008 2009 2010 2011 2012 2013
Apple launch the iPhone in
November
696th most visited site
Active 3G connections
29%
50% increase since 2008 with
19m live accounts
iPad released SMS outstrips voice calls for the first time
UK households own on average
3 mobile enabled devices
48% of emails are read on a
smartphone
33m users with 83% access via a mobile device
1 million UK accounts
One in ten (9%) of households own more than one
tablet and half of owners say they
couldn't live without them, up
from 34% last year
Remember when there were no iPhones? You should do!
Source: Econsultancy Marketing Budgets 2013 Report
71%of companies are investing more in digital marketing
technology
The digital craze…
But…
Source: Litmus Email Analytics, August 2013
We’re living in a fast pace, mobile world where we are becoming ever more ruthless with our digital inboxes…
51%of emails are deleted within
2 seconds
The challenge?
To maximize the benefits
of email
This is where the strength of mail comes in…
Source: Quadrangle, Mail & Digital, Part 1 2013
open all the mailthey receive69% 32% open all
they receive
Mail has higher engagement rates…
Mail Email
Source: Quadrangle, Mail & Digital, Part 1 2013
say they receivetoo much mail47%
70% say they receivetoo many emails
100’s of emails in your inbox sound familiar?
1–in–3 not only look forward to the post arriving, but are disappointed if they don’t receive anything
Source: DMA From Letterbox to Inbox: Building customer relationships, 2013
70%enjoy receiving vouchers, coupons and discounts through the post
Mail is valued more by consumers in a digital world
1–in–4 would give up internet on their mobile compared to 1–in–10 who would give up their letterbox
Source: Quadrangle, Mail & Digital, Part 1 2013
1–in–4leave their post out to revisit later
Making time for the post…
Email and mail have unique yet complementary roles
mail + email = improved customer relations
Even customers say they want a bit of both…
51%prefer
companies to use a
combination of both email and
Source: DMA From Letterbox to Inbox: Building customer relationships, 2013
Why?
Mail’s key strengths…
Feel more valued
Spend time reading it
Grabs attention
Delivers a brand impression
Easy to take in
17%57%
27%56%
31%56%
17%55%
36%48%
* Our Neuroscience study of 160 adults supports this fact and shows that messages delivered by mail are encoded into long-term memory and have greater impact than TV or email
Mail is best for a more memorable message*
57%Say they are more likely to remember a message by
32%Remember messages
delivered by email
Email’s key strengths…
Easy to file
Confirmations and follow ups
Easy to respond to
57%
83%
40%
21%
14%
34%
Does using email and mail together have any effect? Yes! Together the mediums create uplift in action
13%uplift on driving
consumersto a website
22%uplift onpurchase
uplift on using acoupon or voucher
Source: Quadrangle, Mail & Digital, Part 1 2013
When compared to using either on its own
Source: Quadrangle, Mail & Digital, Part 1 2013
What do mail and email get customers to do?
Thinking &Feeling
Knowing & Doing
Gets customers
Gets customers
Mail and email can work together to support you through theentire customer life cycle…
21%
Brochures and catalogues
Welcome packs
Bills or statements
Loyalty rewards
Issues or complaints
Information from companies not used before
Other products and services
Confirmation or follow-up messages
News and updatesReminders
63%
62%
53%
49%
40%
23%
26%
27%
42%
36%
43%
54%
57%
62%
39%
26%
22%
21%
17%
EmailMail
Source: Quadrangle, Mail & Digital, Part 1 2013
Do customers prefer mail or email… it depends!
Use email primarily for
Information
Clickthroughs
Confirmations
Time-sensitive promotions
News
Status/account updates
Feedback
Use both selectively for
Billing
Thank yous
Welcome
Renewal
Newsletters
Notifications
Invitations
Reminders
Use mail primarily for
Letters
Catalogues
Coupons
Magazines
Brochures
Rewards
Samples
Official/legal
Tactile/creative
Arts programmes
Source: Quadrangle, Mail & Digital, Part 1 2013
How to get the best out of both
An example of how you might use mail and email together
Case Study: Monarch
A recent Monarch Airlines campaign featured a teaser email to make people look out for
something in the post…
The Results? over £2.2 million in sales. Monarch’s website saw 21.7% of DM recipients visit.
Easy to take in
Grabs my attention
Enjoy receiving and reading
Feel more valued
Do something as a result
More professional
Spend time reading it
Gives a better impression
Easy to file
For sending reminders
Confirmation/ follow-up
Easier to respond to
Better for the environment
+2
-5
+9
+10
+14
-1
+5
+3
+10
+1
-1
+3
+17
+28
+16
+12
+13
+10
+27
+21
-1
-7
+15
+3
Source: Quadrangle: Mail & Digital Part 1, 2013 (n=1000)
-0
2013
Mail has a define role to play in alongside emailEmailMail
Did you know…
Campaigns with mail show significantly higher ROI
than those without – 1158% compared with
320% on non mail campaigns.
18-29 year olds are the most engaged with
printed mail.
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