MAIL IN THE HEAD HOW MAIL IMPACTS ON THE BRAIN

So why are people’s brains reacting in such a uniformly positive way to advertising presented in a physical medium? Well, it could be that stimulating more than one sense speeds up the brain’s ability to process information. For example, in learning experiments performance is consistently better when vision is accompanied by sound, when compared to just vision alone. And the same applies to touch because it appears that the tactile effects of mail do something similar by making the absorption of messages easier, potentially making them more memorable. In Kantar Media’s TGI survey, 80% of respondents say that they can remember seeing or reading some advertising mail sent to them in the last four weeks. And when we asked about advertising mail that the respondents found useful or interesting, 60% said that it helped to keep the sender’s brand top of mind. Source:TGI, Kantar Media, 2014

THE BRAIN RESPONDS MORE STRONGLY TO MAIL THAN TO TV OR EMAIL Mail had a much more powerful overall impact on the key measures of the neuroscience study than email or TV Mail delivers a stronger brain response, on these measures, than tv or email. This response to mail is also universal. Whilst different indicators are stronger for different age groups, the overall effect remains strong regardless of age. Mail Email TV Source: Royal Mail MarketReach, Neuro-Insight, 2013

Long-term Memory Encoding In a multi media campaign sequencing mail last maximises impact Mail after TV and email Mail creates a stronger brain response than tv or email. In a multimedia campaign, how can we get mail to work the most effectively with other media channels like tv and email? We found that placing mail last, after TV and email, generated the maximum effect in our Neuro-Insight research. Engagement Emotional Intensity Long-term Memory Encoding Mail seen first Mail seen second Mail seen third Source: Royal Mail MarketReach, Neuro-Insight, 2013

WE CAN HELP YOU GET MORE FROM YOUR INVESTMENT IN MAIL At MarketReach we have a dedicated team of media specialists, planning professionals and data experts who work with brands and their agencies to boost mail performance within the wider media ecosystem.  These professionals have full access to our proprietary research, media planning tools, case studies and more. They can help with an audit of your current mail use, an exploration of new opportunities including advice on postage incentive schemes, help with data cleansing, segmentation, analysis and targeting or simply by supplying relevant case studies to inspire you. And because we are confident in the commercial value that mail generates for brands, we don’t charge for these services. So whether you just want an initial chat with a mail expert who knows your industry or you want to arrange a full days mail workshop with your team, call us on 0800 014 2368. We’re ready to help.

Thank you We have a team of media experts and data planners ready to apply these learnings to your business. To discuss how we can help you, call us on 0800 014 2368 or visit mailmen.co.uk for more information.