But we don’t necessarily know why. That was one of the many questions raised and discussed by a panel of experts and about 50 attendees at our recent forum on the study, Advertising Mail: Mail Mix Matters.
As a previous blog explained, our research indicated that the presence of a non-advertising mailpiece in the mailbox enhances the likelihood that a person will read, positively react to, and respond to a piece of advertising mail. Both Periodicals (such as a magazine) and First-Class Mail proved effective in driving those outcomes, with bills and statements (transactions) being a more important driver than personal letters and business correspondence.
Attendees had some theories on why. One thought is that transactional mail, which is often a bill, must be acted on. Thus, the recipient carries that attention and “action mode” over to the advertising mail in the pile.