Appendix II
What do consumers do with their business mail?
Whilst our establishment survey and continuous diary set about to capture the reach and frequency for advertising mail, comprising addressed mail and door drop, we also knew from all previous research on mail that consumers don’t really make a distinction between the different types of mail they receive from brands. At most they might think about it in terms of brands they know sending them things and brands they don’t know. We very much wanted to understand the full journey of all mail within the household. So whilst this section is not part of the currency which is fused within all the industry tools, we have included a detailed breakdown here of how the metrics for business mail work in order to aid planners who are working on customer relationship marketing. Our hypothesis being that this will enable brands to map out and maximise their on-going customer communications.
Business mail is any item from any sector but through its contents is classified as business mail.
This includes the following items
Financial statement/bill/ update
News/update/ magazine articles
Administrative information (e.g. account details)
Loyalty reward statement
Notification/ reminder
Appointment related information
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