We know that having a variety of mail in the mailbox boosts ad mail’s effectiveness. And our recent research on the mail mix showed that.
But we don’t necessarily know why. That was one of the many questions raised and discussed by a panel of experts and about 50 attendees at our recent forum on the study, Advertising Mail: Mail Mix Matters.
As a previous blog explained, our research indicated that the presence of a non-advertising mailpiece in the mailbox enhances the likelihood that a person will read, positively react to, and respond to a piece of advertising mail. Both Periodicals (such as a magazine) and First-Class Mail proved effective in driving those outcomes, with bills and statements (transactions) being a more important driver than personal letters and business correspondence.
Attendees had some theories on why. One thought is that transactional mail, which is often a bill, must be acted on. Thus, the recipient carries that attention and “action mode” over to the advertising mail in the pile.
Another series of questions focused on the study’s finding that mail shape also matters. Flats are more likely to be read and generate a positive response than letters. Is it the content in flats or their shape that gets them opened and acted on more frequently than Marketing Mail letters?
Finally, attendees focused on aspects of the study that considered how Millennials respond to mail. The findings were consistent with the view that older people are generally more receptive to mail than younger people. But one panelist asked whether the mail habits of Millennials will change as they get older to look more like the practices of Baby Boomers. Or, will Millennials retain their “young” practices?
That’s a question that only time – and study – can answer. But it’s important to keep in mind given the size of the Millennial demographic and its importance to the economy and, ultimately, the Postal Service.
Why do you think First Class transactional mail is a stronger driver for households to read and react to ad mail than correspondence mail? Do you think the mail habits of Millennials will change as they age or stay the same?