Importance of the personalisation of mail. fast.Map Research

Ever since fast.MAP launched the Marketing-GAP Tracking Study in 2005, householders have said they are most likely to open and read personally-addressed mail, from brands or companies they know, about products or services which interest them. It’s as simple and unchanging as that.
 
Although the percentages change from year to year, on average, more than half (55% in the current research) always say “known company” is their main motivation to open and read.
 
A personal address was always the second biggest motivation – until the current study - of 1,430 adults whose profile mirrors that of the UK, conducted in 4th quarter of 2010 - when “interested in the product or service” jumped by five per cent to 47%, moving it into second place.
 
‘Personally-addressed’ dropped two points to 45% and into third place, probably because the steady increase in personalisation has led to it being viewed as the norm, rather than the exception.
 
Consistently, in all six studies, consumers have judged the aesthetics of a pack – the design, envelope and colour - to be of least significance in their decision to open.

To read these findings in full click the ‘download’ button below.