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Research has found that marginally more people prefer to receive advertising and promotional messages through personally addressed mail than through television, newspapers or magazines. The qualitative phase of this research indicated that consumers understand and appreciate that personally addressed mail is able to achieve a consistent degree of relevance that is not possible through mass media.

The research also found that often mail is shared with other people in the household, which is particularly pertinent to those purchases where more than one decision maker is involved. What's more, an equally high number of respondents kept the information to read later.

These findings apply irrespective of whether the consumer has a relationship with the organisation or not. In fact, the research shows that 70% of consumers do not care who mails them information as long as it is relevant. This bodes well for prospecting and encourages companies to target recipients more precisely when looking for potential customers. Very simply, success comes to those organisations that invest in analysing, targeting and devising meaningful messages.

To view the full research report click here.