mail moments spring 2019 - official mail guide (omg) · marketing mail engagement is similar to...

16M_R_I ∞ Market Research &

Insights

Mail Moments Spring 2019


Insights

Mail collection remains consistent to previous reports. Over two-thirds of customers

collect their mail every delivery day

Mail Collection Behavior


Insights

Mail Collection

DriversThe key driver for collecting mail is to check for important items


Insights

Mail Collection

DriversMillennials are more likely than older generations to check their mail out of habit, to prevent

overflow, when they are expecting something, or to get something they saw via Informed

Delivery


Insights

Mail Attitudes

Compared to Fall 2018, consumers are more likely to read through ad mail they receive and

prefer to shop at stores that advertise to them in the mail


Insights

Mail Attitudes

Majority agree that they take the time to look through their mail to ensure they don’t

discard any useful information and that receiving a handwritten letter or card still holds a

lot of value. Millennials are much more likely to make a purchase after receiving ad mail


Insights

Mail Sorting

BehaviorsMail pickup and sorting consistent over time


Insights

Mail Sorting

BehaviorsMillennials spend the most time both sorting and opening/reading their mail


Insights

Mail Engagement

Subscription magazines, coupon booklets, marketing mail from local stores shopped,

and catalogs from companies purchased from in the past are highly engaging


Insights

Millennnials are more likely to open/read and keep a majority of the mail types they

receive compared to Gen X and Boomers

Mail Engagement


Insights

Marketing Mail

AttitudesMarketing mail engagement is similar to Spring 2018 after dipping in the Fall. Millennials

are most likely to shop at stores from companies that advertise to them in the mail


Insights

Mail Drives

ActionOver half of consumers have tried a new business in the past 6 months as a result of

receiving marketing mail. Restaurants are the most common new business tried


Insights

Mail Drives

ActionWhile Boomers and Gen X are more likely to try a new restaurant, millennials are more

likely to try health & beauty, auto services, and home/lawn services


Insights

Mail Drives

ActionOver a quarter of consumers read through marketing mail or coupon booklets every time

they receive one. Millennials are more likely to read through coupon booklets than older

generations


Insights

Informed Delivery

Nearly half of consumers are aware of Informed Delivery and half of those aware claim to

have signed up for notifications. USPS website and email are the most commonly used

to access


Insights

Informed Delivery

The conversion rate of interactive advertisements on Informed Delivery is high,

frequently resulting in a purchase or planned purchase


Insights

Syndicated Insights


Insights


Insights

Forrester Report – ‘Direct Mail Captures Attention of Buyers’ (March)o Omni-Channel is the key to a successful campaign

o Follow up, follow up, follow up

o Recipients open less than one-fifth of emails from B2B firms

o Click through rates remain in low single digits

Forbes Report – ‘The Secret Sauce Behind DM Resurgence’ (May)o 42% of respondents indicated that they read/scan their ad mail

o Direct mail is tangible and has a longer shelf life than digital ads

Total Retail Report – ‘Don’t forget the power of Direct Mail’ (June)o Marketers are adding mail back into their marketing toolbox once again. According to the Data & Marketing

Association, customer response rates have increased year-over-year by 43 percent, and prospect response

rates have more than doubled, reporting a 190 percent increase.


Insights

Key Takeaways…

77% of consumers check their mail 5 days a week

93% are checking for something important

59% read their advertising mail before discarding

Consumers spend on average 10 minutes ‘sorting, opening, reading their’ mail

Magazines, Coupon Booklets, & Ads from local stores are most engaging

56% of consumers have tried a new business after receiving a direct mail piece

ID has reached 11.8% national saturation & 62% email open rate

72% of respondents indicated clicking on an ID Interactive Ad, 68% made a purchase


Insights

Thank you

®

38

August 27-29, 2019

mail moments spring 2019 - official mail guide (omg) · marketing mail engagement is similar to...

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