Mail's Role In Building Trust During Uncertain Times.pdf

In an era marked by social, economic, and political upheaval, consumer trust is fragile, exacerbated by 'fake news' and overwhelming commercial messages. Royal Mail MarketReach aims to address this challenge by examining the role of mail in building trust and believability within marketing communications.

Key Findings:

1. Mail's Reassurance and Credibility: Research reveals that mail scores highly in key trust components, enhancing business outcomes when combined with traditional broadcast channels and digital media.

2. Increasing Trust in Mail: Positive perceptions of mail have risen significantly since 2013, with 70% of respondents feeling more valued by mail and 70% perceiving it as improving an organization's impression. Email, in contrast, is considered believable by only 48%.

3. Attention-Grabbing and Secure: Mail is perceived as more likely to grab attention and more secure than email, further bolstering its trustworthiness.

4. Response Rates: The increase in mail trust has led to a rise in claimed behaviors, with the proportion of people buying something after receiving mail increasing from 26.7% to 36.1% between 2015 and 2016.

5. Belt-and-Braces Approach: The report synthesizes findings from various research projects, including qualitative, ethnographic, and quantitative studies, focusing on different mail types and sectors.

Conclusion:

Mail possesses unique qualities that can help marketers build brand trust, especially during uncertain times. Its believability (87% consider it trustworthy) makes it a powerful tool for engaging consumers and driving ROI. The report urges marketers to seriously consider mail as a vital component of their marketing mix.