USPS Study – The Mail Moment
Most households have a “CEO of the Mail” – the person responsible for bringing into the home and sorting the mail. Consumers said they are more likely to read a piece of direct mail if it helps them in one of three ways; browse for new purchases, manage household operations, or manage household budgets.
The USPS findings reported that consumers spent 7 minutes a day sorting mail and 30 minutes reading/browsing mail.
98% of consumers bring their mail into the home the same day it is delivered.
72% of consumers bring the mail in when they first arrive home or when the mail arrives.
77% sort the mail immediately and determine which mail is kept for review.
75% value the privacy of mail.
67% feel it is more personal than the internet.
63% said an interesting looking piece caused them to open and read it.
55% said they look forward to discovering what is in their mail.
The immediacy, privacy and reliability of mail, and the attention it receives by consumers, gives a company’s marketing message an opportunity to be noticed unlike any other media channel.
Who is the “CEO of Mail” in your home? If it’s you, what catches your eye and why?