How mail is set aside for future use

Unlike any other media, mail has a long shelf-life, offering marketers an opportunity to extend the longevity of their marketing communications. Consumers often set aside their post for future reference or to prompt them to take action at a more convenient time.

Using TNS Consumer Panel data from March 2010, this report reveals that consumers are most likely to keep their mail from the education (28.4%), retail (26.2%), home shopping (23.5%) and entertainment/leisure (23.3%) sectors.