The mail has not said its last word!

[delwar808]

Sending advertising mail is certainly more expensive, but does that mean that this medium has lost all interest? Far from it, the rumor even goes across the Atlantic that the mail channel is in full renaissance… A stable audience One of the specific features of the mail channel is the great stability of its audience : in 2015, 93.4% of French people read at least one letter per week, compared to 93.9% in 2014 (-0.4 points). 58.1% of them read an advertising letter addressed each week (-3.1 points compared to 2014) and 69.8% read an advertising print, an increase of 0.6 points (1).

Favorable reader behavior Readers love mail. Despite the digitalization of our daily lives, mail remains very popular: 57% of French people prefer it to receive local promotional offers and advertising in general. Mail is generally reread by 83% of recipients and kept by 78% of them, something that newsletters cannot boast of ( TNS Sofres, 2011 ). Direct mail is better perceived than other forms of direct marketing . 64% of French people prefer to receive mail, compared to 55% for SMS and 52% for e-mail. It is also read more: 92% for advertising mail compared to 83% for e-mail ( CSA 2013 survey ).
Collecting the mail is a daily habit and reading it is often considered a pleasant moment; in particular, advertising prints are vectors of good news" Patrick Schuster, former Managing Director of Adrexo (Advertising Mail as you've never seen it before – BALmétrie, 2014) In fact, for brands, the mail channel offers a proximity that emails cannot match . Opening the mail is a chosen act, which cambodia phone number data reflects greater attention from the reader as well as better memorization of the message. Unlike newsletters that we do not always choose to receive, reading a mail, advertising or not, is purely voluntary. Better still, 90% of readers enjoy it ( Ispos, 2015 ).

A good example of a pure web player taking advantage of paper, demonstrating that mail still has its place in 2016. The mail channel far from being abandoned The mail channel is not perfect. It is a fact, shipping costs are higher than before, and it is unlikely that the trend will reverse. Of course, traceability is not ideal, but do such arguments sum up postal mailing? E-mailing and mobile marketing also display weak points: overloaded media, volatility of the target, etc. And yet, they are on the rise. In truth, the mail channel still constitutes in 2016, at a time when everyone is talking about digitalization, one of the main areas of advertising investment. Brands can take advantage of this medium, provided they adopt a qualitative, targeted, relevant approach.

In short, by communicating intelligently. Direct mail offers countless possibilities, starting with its very nature, paper, which allows you to play with the form of the message much more than an e-mail allows (finishing, cutting, interactivity, etc.). The advent of the web has not marked the end of the mail channel, but the beginning of its transformation . And as usual, those who adapt to it best will be able to reap the greatest benefits.