The attention advantage: Exploring the impact of mail in an attention-scarce world

This report presents new findings and analysis on the benefits of mail as a marketing channel.
  • Mail enables brands to respond to changing consumer dynamics and the challenge of attention scarcity.
  • The average Door Drop is viewed for 46 seconds, more than three times as long as the average 30” TV spot.
  • The average piece of mail persuaded 16% of recipients to consider the brand, with 9% saying it stimulated an intent-rich action such as visiting a website or shop.
  • Brands should test whether greater ‘share of doormat’ leads to greater share of market; re-evaluate mail’s ability to deliver incremental campaign reach; and leverage its strengths in amplifying other channels.
  • Marketers should define when mail will...

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