WARC, the global authority on marketing effectiveness, unveiled today the results of an in-depth study conducted in partnership with Marketreach, the marketing authority on commercial mail, on the relationship between attention and mail to reflect the true power of the mail’s engagement as a marketing channel.
For the first time, following ground-breaking research, ‘The Attention Advantage: Exploring the impact of mail in an attention-scarce world’ report reveals how much attention people are giving their mail across different mail types, the value of this attention, and the role of mail in comparison to other media and within the media mix.
Patrick Malone, Senior Media Planner, Marketreach, comments: “As we stand on the cusp of a new era in advertising, one marked by evolving technologies, shifting consumer behaviours and heightened privacy concerns, this research paper offers strategic guidance and actionable recommendations to navigate the intricate terrain of advertising in the context of Attention and Mail.”
Paul Stringer, Managing Editor, Research & Advisory, WARC, says: “In a world where the battle for attention is becoming ever harder to win, we’ve found that not only is mail highly effective at generating attention, it’s also one of the most cost-efficient channels at delivering against this objective. This is a good time for marketers to reconsider the role of mail in the media mix.”
Key findings outlined in the study are:
- Mail is effective at delivering high quality of attention: Nearly two-thirds (63%) of recipients say mail attracts their undivided attention
Mail is one of the most effective and efficient channels for capturing consumer attention. It commands very high dwell-times as consumer needs and behaviours evolve: people’s lives are more centred on the home; there is a demand for more personally relevant messaging; and there’s a shift towards well-trusted brands that communicate in ways that feel honest and authentic.
New research by Marketreach and Blue Yonder outlined in the study revealed that people are highly focused when looking at a piece of mail. Nearly two-thirds (63%) of respondents claimed it attracted their undivided attention.
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