Important study from Royal Mail MarketReach on the effectiveness and impact of mail


Over the past 18 months, Royal Mail MarketReach have conducted eight separate strands of research with the aim of creating one complete story and comprehensive view of the ways in which mail impacts consumers.


In today’s rapidly transforming media landscape, brands and consumers are communicating in more diverse ways than ever.

Mail, however, represents a significant point at which communication becomes physical.

Over the last 18 months, Royal Mail MarketReach has conducted a series of research projects to understand exactly what that means for consumers, and what it means for you.

We’ve looked into consumers’ homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat. We’ve looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch. And we’ve literally looked into their heads, using the latest neuroscience techniques to discover that mail has a profound and direct impact on the brain.

It’s an unprecedented look at what happens after mail enters the home, which is why we’ve called it, The Private Life of Mail.

Mail has always delivered a great return on investment (ROI) – and it still does. But we’ve learned that mail also has the kind of benefits you might have associated with above the line media, such as creating strong, emotional connections and brand associations.

We’re always working to demonstrate the vital contribution mail makes to the success of campaigns. As part of this work, we’ve gained access to some of the richest sources of insight on mail in the UK and now we want to share what we’ve learned with you.

- Jonathan Harman, Managing Director, Royal Mail MarketReach