The research, conducted by independent agency Quadrangle, shows that “valued mail”, or that which consumers find useful and/or interesting or has a personal relevance to them, drives the most value for advertisers through “direct action” and “positive brand effect” such as advocacy.
The majority (92%) of respondents said they had an emotional response to mail they valued, with 92% of them taking one or more actions on the back of that response such as purchasing, renewing or donating.
Other benefits for brands included more searches for online information caused by valued mail (37%), discussing the mail with others (33%), planning a future Read full story ›
Source: Marketing Week
Industry News