Consumer perceptions of physical mail are changing. A study conducted by Splendid Research shows that almost a third of those surveyed now have a positive attitude towards the contents of their mailbox. This figure marks an 8.3% increase on the previous year. The results also show that this change is particularly noticeable among 18-29 year-olds, a demographic group historically less receptive to print media. Consumers with incomes of over ?5,000 per month also show significantly more optimistic expectations of this channel.
Traditionally connected to digital media, Generation Z is nonetheless turning to physical mail for more tangible interactions. This phenomenon could be explained by saturation with online advertising, or by a growing need for authenticity. Marketers need to take this evolution into account by proposing creative campaigns aligned with the interests of this age group, while emphasizing the quality of the design and the relevance of the message.
The survey results confirm the robustness of paper mailings in terms of return on investment. With an average conversion rate of 4.3% and an advertising ROI of 872%, these campaigns show that they can generate significant revenue for every euro spent. This means that, for an average shopping basket of 94 euros (before returns), every euro invested in a paper mailing generates 8.72 euros in sales. To captivate varied audiences, campaign designers need to adapt their content. Colorful envelopes, intriguing messages or striking visuals help capture the attention of hesitant targets.
The rise of digital marketing has not sounded the death knell for physical campaigns. On the contrary, the most successful companies are skilfully combining the two channels to optimize their reach and impact. Paper mailing campaigns, in particular, bring a tangible dimension often absent from digital initiatives.
