Neuroscience techniques have revealed that mail activates the area of the brain responsible for long term memory encoding (LTME) more strongly than other media. The neuroscience research involved 163 participants – one of the largest media studies of its kind - and found that mail has an effect that means recall will be more readily triggered later on.
In particular, mail has a 32 per cent more powerful effect on LTME than email, and 72 per cent higher than TV. LTME is one of the key metrics for advertising effectiveness, The Private Life of Mail research programme also found that consumers interact with mail and absorb its messages in a largely unconscious way.
This means it works on the brain’s ‘System 1’ – the faster, more intuitive mode of thought, which affects decision making. When comparing to mail to other media, the neuroscience engagement measure was found to be 33 per cent higher than the email experience and 60 per cent higher than the television experience.
The findings are part of Royal Mail MarketReach’s 18-month research programme, The Private Life of Mail, which brings together unprecedented insight into the role of mail in people’s homes, hearts and heads, plus the impact this has on advertisers’ ROI. The full research report can be downloaded from www.mailmen.co.uk.
Marketing industry leaders recently joined forces with Royal Mail MarketReach for the ‘MAILMEN’ campaign to promote The Private Life of Mail and demonstrate that mail has a vital role to play in the today's digital world and continues to be a powerful weapon in the marketer’s armoury.
The campaign contains an advert featuring Karen Blackett OBE, CEO, MediaCom with the following line: “After 20 years planning TV I’ve discovered a new channel.”
Source: Royal Mail Group
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