'It’s very, very good, it almost makes your mouth water to look at it...'
People like a variety of mail – magazines, vouchers, samples – but doing something 'different' with it can stimulate the senses and make a brand or product stand out. In this short film, consumers tell us about the post that grabs their attention – whether it's the design, the language or even the smell.
Watch the film and download our useful key insights at the bottom of the page.
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Tony Odible: You’ll open that letter and there’ll be an element of surprise in it.
Rosemary Starling: That would stop you in your tracks for a little while.
Blanche Greene: Put a smile on my face.
Pat Parish: Anything that makes me feel good.
Helen Clark: New ideas, fresh ideas.
Maureen Howes: Something that’s a bit catchy and jazzy.
Matt Herbert: They’ve got to do something different to stand out from the crowd.
Jose Arvalo: If it’s a snappy design, it’d definitely catch my attention. I would look at the back.
Reg Jeffries: This one is great. I think the layout of that is very good. And it would tempt you to turn it over.
Ivan Colomer: At first you think it’s a comic. It looks quite interesting.
Woman: And it’s actually Imperial War Museum.
Ivan Colomer: Which again is clever, and it’s good marketing.
Woman: Yeah, it’s nice.
Jim Wilson: I like this travel one as it’s, you know, it looks like flight tickets. It looks like you’re going to go on holiday. That’s what I like about that.
Helen Clark: You’re kind of looking and reading it anyway. It’s not an envelope I’ve got to open, so that’s quite clever, I’d read that.
Maureen Howes: I would probably open that because I think it looks better than the normal finance junk mail.
Jim Wilson: I tend to like A4, actually, because I know there’s going to be something glossy inside.
Jo Flint: This is more exciting, I’ll open it up. It appeals to me more.
Jean Colton: Yes, I think it's got to... I mean it's the appealing cute picture on the front that gets you interested, and then... it's quite clear writing, easy to read, I would say.
Ivan Colomer: I like the way it’s set out. It’s quite bright, it’s quite nice to read. It’s got nice little logos and stuff.
Jo Flint: And the language that they use, you know, ‘are you sitting comfortably?’, like there is something in there that you’re going to read.
Tony Odible: They’ve simplified something that can be quite complex. It’s been well thought out and put together well.
Jim Wilson: I’m attracted to this because it’s different. It’s like one of those pop-up cards.
Blanche Greene: Well this is quite handy actually, having this, because instead of having to carry the whole letter, you just take this; the number’s there.
Heather Beckwith: I love this... I actually really like this little book because you can pull it out and look at it at a later point. It’s got all of the addresses in it so it’s really handy. You could keep it in your purse. It’s a really good idea.
Matt Herbert: I quite like that. That’s quite a good idea. It’s something a bit different, something a bit unusual.
Helen Clark: It is different coming in, like, an envelope style.
Matt Herbert: But that would put a smile on my face if that came through. Exactly the time that I get my mail, I’m going to eat my breakfast.
Helen Clark: I'm quite into my healthy stuff and things so I would be one of those people who would sit and read through that because I would find that quite interesting. And if there's a voucher, all the better.
Polly Symes: Persil! So I thought actually I will use that because that probably smells really nice, and then it gives you extra points.
Heather Beckwith: That’s a really good idea. I mean even if I didn’t go to Waitrose to get the stuff, the idea of having a picnic but a dinner party is really good. I think it’s fantastic, I really like it.
Polly Symes: I love that. I think that’s a great idea. And I always do try these things. I will try them. And there have been a couple of times where I’ve gone out and bought them afterwards, so they really work for me. I think that’s good.