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MAIL AND DIGITAL:

MAIL AND DIGITAL:. What we’ve learned so far about how mail works with digital. PERFECT PARTNERS. Seirian Hanner, Royal Mail MarketReach. July 2018. Mail and digital: what we’ll cover. What People Say. What People Do. What people Think.

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MAIL AND DIGITAL:

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  1. MAIL AND DIGITAL: What we’ve learned so far about how mail works with digital PERFECT PARTNERS Seirian Hanner, Royal Mail MarketReach July 2018

  2. Mail and digital: what we’ll cover What People Say What People Do What people Think Trend data that tracks mail and email attitudes over the years The new JICMAIL behavioural data Brand new, hot off the press neuroscience findings into mail and digital

  3. 1. What people say

  4. MAIL AND EMAIL: TRACKING OVER 10 YEARS Do the following statements relate mostly to mail or email you receive from companies? The responses below show the proportion of each sample that said ‘mail’ Source: Quadrangle/Royal Mail MarketReach2007 and 2012, Kantar TNS/Royal Mail MarketReach2017

  5. PEOPLE PAY ATTENTION TO MAIL (SPOILER ALERT FOR LATER..) Do the following statements relate mostly to mail or email you receive from companies “I think that’s the thing with post… I personally think there’s some value in it because people actually look at it.” Jack, mid-20s Email Mail I am likely to give it my full attention • Royal Mail MarketReach Research conducted by Kantar TNS in May 2017: Base 1269 UK adults, nationally representative sample • Quote from MarketReach/ Illuminas Local Government Research, 2017

  6. PEOPLE DO ACKNOWLEDGE THAT MAIL DRIVES DIGITAL 70% Driven to online activity 18% 49% Sent company email Made transactions online 41% 24% Visited sender’s website Checked online account 35% Used voucher online Source: Royal Mail MarketReach / Kantar TNS 2017

  7. ONLINE – WE’RE NOT WHO WE SAY WE ARE Source: Everybody Lies, Seth Stephens-Davidowitz

  8. THE BEST DIGITAL INSIGHTS START OFFLINE Source: MarketReach 2017

  9. 2. What people do

  10. JICMAIL: INDUSTRY WIDE GOLD STANDARD DATA

  11. HOW JICMAIL DATA IS GATHERED Over the course of the first week of recording panelists log every item of mail that comes through their door. 1 They tell us: The type of mail, i.e. addressed (to them or someone else) or unaddressed The sender – what sector the item comes from The contents – whether it is information, special offer, etc. 2 They tell us what they do with the piece immediately. 3 Then they track the mail over a total of twenty eight days. 4

  12. Overview of the key insights Of advertising mail 3.8 1.1 reach F | R | E | Q | U | E | N | C | Y 1 2 3 4 5 6 78 9 10 11 1213 1415 16 17 18 1920 21 22 23 24 25 2627 2829 30 6.8 27% live after 4 weeks days Average lifespan

  13. What this means Mail gets shared and discussed More than one thing gets done with it 3.8 1.1 reach F | R | E | Q | U | E | N | C | Y ...if not longer It’s active for almost a week... 1 2 3 4 5 6 78 9 10 11 1213 1415 16 17 18 1920 21 22 23 24 25 2627 2829 30 6.8 27% live after 4 weeks days Average lifespan

  14. THE DIARY GIVES A REALLY RICH DATASET Commercial actions Bought something/made a payment or donation Physical actions Opened it Planned for a large purchase Read/looked at it Used a voucher Put it aside/in its usual place to look at later Ordered a catalogue Moved it somewhere in the house Posted a reply Filed it for reference or records Discussed with someone Threw it away/recycled Called the sender Used/did something with the information Visited sender’s shop/office Put it on display Visited sender’s website Passed it on/left out for the person it's for Went online for more information Took it out of the house (e.g. to work) Looked up my account details Used a tablet or smartphone Source: JICMAI

  15. BEHAVIOUR THEMES ARE EMERGING Took it out of the house (e.g. to work) Out of home Pass on and discuss Used/did something with the information Visited sender’s shop/office Put it on display Online Visited sender’s website Passed it on/left out for the person it's for Went online for more information Discussed with someone Looked up my account details Used a tablet or smartphone Purchase Bought something/made a payment or donation Enquiry Ordered a catalogue Called the sender Planned for a large purchase Posted a reply Used a voucher Source: JICMAI

  16. I GUESS YOU’RE MOSTLY INTERESTED IN THESE..? Online Visited sender’s website Went online for more information Looked up my account details Used a tablet or smartphone Source: JICMAI

  17. FOR EVERY 1000 ITEMS OF ADVERTISING MAIL 88 DRIVE SOME FORM OF ONLINE BEHAVIOUR Source: JICMAIL Q2&Q3, Kantar TNS, 2017

  18. WE CAN EVEN TRACK INDIVIDUAL ITEMS: VIRGIN MOBILE 3 person household Female Household co-ordinator 25-34 Male 25-34 Child 0-16 Creative provided by Ebiquity Source: JICMAIL Q2&Q3, Kantar TNS, 2017

  19. 18 DIFFERENT ACTIONS OVER 21 DAYS .com .com Put in usual place Phoned sender Went online Went online Open Open Read Read Open Read Read Read Read Went in store Item arrived Put aside Put aside Threw away or recycled Item live for 21 days Source: JICMAIL Q2&Q3, Kantar TNS, 2017

  20. AND ONLY 2 OUT OF 18 WERE ONLINE .com .com Went online Went online Source: JICMAIL Q2&Q3, Kantar TNS, 2017

  21. SOME SECTORS ARE MORE OFFLINE THAN OTHERS Source: JICMAIL, Q2&Q3Kantar TNS, 2017

  22. 3. What people think

  23. Hot off the press! New neuroscience findings on mail and digital We revisited the same classic neuroscience approach that taught us about how mail and TV work together to ask: • What is the relationship between Mail and Online? • How could these channels work together to deliver optimised solutions for brands?

  24. mail makes memories Long-term memory encoding was 47% stronger for content delivered by mail versus online “Long-term memory encoding” The extent to which the brain is storing the information it’s getting from the stimulus, for later use Average levels of brain response to placed content Mail versus Facebook and email combined Benchmark Source: Royal Mail MarketReach, Neuro-Insight, 2018

  25. when primed by mail, people spend longer looking at facebook content When primed by mail, people spend 30% longer looking at brand content on Facebook. Average levels of memory response to all partner content Unprimed (first) exposures for mail and Facebook Source: Royal Mail MarketReach, Neuro-Insight, 2018

  26. In summary Mail can help prompt online activity ..over time, and on more than one occasion Mail can amplify the impact of social media Remember that people have offline lives too

  27. THANK YOU Find out more at: Marketreach.co.uk

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