Research commissioned by Royal Mail and conducted by The Institute of Practitioners in Advertising (IPA) Databank found that consumers are very clear that mail and email have different qualities which make them suited to different types of communication.
- 51% of those surveyed said they prefer companies to use a combination of both mail and email to communicate with them
- More than three times as many people (57%) said receiving information from businesses in the mail made them feel valued, compared with email (17%)… this is an increase of 31% since 2007
- 56% of those surveyed said they spend time reading mail, an increase of 22% since 2007
- Almost twice as many people (56%) said mail grabs attention, compared with email – 31%
- And 55% of people surveyed said they believe communications through the post delivers a brand impression… with only 25% saying the same was true of email.
