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In “The Private Life of Mail,”1 researchers found that while we live in a

fastpaced digital culture, we are still physical creatures who thrive on human contact
and stimulation. “Giving, receiving, and handling tangible objects remain deep and
intuitive parts of the human experience,” the research concludes.

Here are some detailed results...

39% of Consumers Mail is Kept in a Household 57% Say it Makes them Feel
Display the Mail for 17 days, on Average More Valued

Thirty-nine percent of consumers say This depends on the type of mail, but Anyone can send an email these days. Mail
they have a dedicated display area in their on average, advertising mail is kept for takes more effort and investment . . . and
home where they put mail. This reinforces 17 days, door drops for 38 days, and bills your recipients feel and respond to it.
the value of great design. The takeaway? and statements for 45 days. “This means
Design something creative and fun, and it a single piece of mail can have a big Email, social media, and mobile are
will get noticed. impact and presents multiple powerful forms of communication, but
opportunities to be seen, often none of them match the staying power
over a period of days or weeks.” and impact of direct mail. Don’t miss the
power this highly cost-effective channel
provides.

23% of Mail is People Place 24% More
Passed Around Value on Something They
Can Touch
An average of 23% of all mail is shared
between people in a household. Human beings are highly visual, but people
Twenty-one percent of promotions and value something they can see and touch
special offers are shared. “If you give 24% more than something they can only
people a positive reason to share or see. “Send an offer by mail and recipients
discuss your mail, your brand will start will perceive it as worth more than the
being talked about, allowing your same offer on screen.”
message to reach more people.”
CASKEY GROUP Q 3
1“The Private Life of Mail,” U.K. Royal Mail, February 2015