Royal Mail MarketReach is launching its first major campaign to boost direct mail’s market share by aiming to convince client marketers – and their agencies and suppliers – of the joys of combining mail with email.
The campaign, devised by Publicis Chemistry, flags up research commissioned by MarketReach which shows consumers prefer companies to use both channels to communicate with them.
Targeting new, lapsed and existing Royal Mail customers – who spend a minimum of £200,000 a year on media – the initiative will also reach influencers such as creative and media agencies, print, production and mailing houses and the business press.
It represents the first in a series of communications, and highlights a strong case for businesses to use both media when talking with customers.
The MarketReach study findings show that mail creates stronger emotional engagement between sender and recipient with the majority of people surveyed saying that mail grabs their attention, gives a better impression of the company and makes them feel more valued. Meanwhile emails are considered good for follow-up and easy to file.
In addition, more than three times as many people (57%) said receiving information from businesses in the mail made them feel valued, compared with email (17%). Meanwhile, almost twice as many people (56% ) said mail grabs attention, compared with email (31%).
Royal Mail MarketReach managing director Jonathan Harman said: “Our research shows that mail has a vital role to play in the today’s digital world and it continues to be a powerful weapon in the marketer’s armoury.
“Email has advantages, not least its speed but consumers are clear that mail and email have different qualities which make each suited to different types of communication.
“Consumers say that mail’s core strengths have not only endured the digital revolution but many are actually stronger today than they were before the iPhone.”
Publicis Chemistry landed the Royal Mail DM account – estimated to be worth up to £8m – last June. The agency’s chief executive Mike Welsh said: “Mail is changing and we’ve got plenty of news to tell people. If we want people to listen and believe us, we have to behave differently. This piece is just the first step on that journey, and represents our statement of intent, if you like.”
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