Classifying different types of mail
ADVERTISING MAIL
Advertising mail is then split into two different categories as they provide different metrics for planners that can be used to plan both addressed mail (ie mail with name and address to an individual) and unaddressed mail (or door drop) which arrives in the home with no address. Clearly one is more targeted than the other and this is reflected in the reach and frequency metrics.
ADDRESSED MAIL An item of mail addressed to an individual in the household
DOOR DROP
Door drops are any item of mail with no address on it.
Anything that conforms to all three criteria highlighted is addressed mail
TYPE
SENDER
CONTENT
ADVERTISING MAIL Information about products/ services Information about local services Information about entertainment or activities Invitation/information about a specific event Special offers or discounts Vouchers/coupons Request for a donation Sender’s contact details (e.g. website, phone number) Political content Postal reply BUSINESS MAIL Financial statement/bill/update Loyalty reward statement News/update/magazine articles Notification/reminder Administrative information e.g. account details) Appointment related information Didn’t open/read Other (please specify)
Letter addressed to me Letter addressed to someone else in the household Letter addressed to “household” or “occupier” Letter for someone who doesn’t live here Leaflet/flyer or other mail with an address Catalogue addressed to me or someone else in the household Leaflet/flyer or other mail without an address Magazine from a publication or organisation we subscribe to Magazine from a publisher or organisation we don’t subscribe to Local directory Free paper Parcel Other (please specify)
TV/Broadband/landline/mobile Utilities provider (Gas/Water/Electric) Financial and insurance services Letting or estate agent Local tradesperson Car dealer/manufacturer Restaurant or takeaway Supermarket or grocery store Retailer (e.g. clothing, Magazine/newspaper/publisher Medical (NHS, dental, private healthcare, chemist, optical) Government/council Charity Religious organisation Political parties Family member or friend Employer Other (please specify) Didn’t open/read household electrical, etc) Mail order/online retailer Travel/tourism/attractions
20
Made with FlippingBook Learn more on our blog