Mail makes people Know, Think, Feel and Do

What exactly makes people value mail? It’s an important question.

For advertisers to get the most out of mail, it’s important that consumers find value in it. To find out precisely how this is achieved, we conducted extensive research that highlighted four key factors to be considered.

The simple answer is that valued mail makes people know, think, feel and do. But that’s too easy.

Let’s break it down.

KNOW – VALUED MAIL HAS SOMETHING TO SAY

Mail consumers value has substantive, and important information that is personally relevant to the recipient. Typically these are facts, but they also include instructions – such as how, or when, to do something.

THINK – VALUED MAIL INSPIRES CONSIDERATION

It makes consumers consider their current perceptions about the brand or product and its relevance to them. As a result, it changes their mind.

FEEL – FROM HEAD TO HEART

Valued mail creates real feelings about the product and the relationship with the advertiser.

DO – FROM HEART TO HAND

Most important of all, mail valued by consumers makes them do things – things that create commercial value for the advertiser.

You’ll find all of this in much more detail in our full report This Time It's Personal. Download it today at mailmen.co.uk