When one woman received a mailing from Halifax through the post, this in her own words is what impact it had on her:

“It said if you apply for a card you’ll pay no interest for six months, you can transfer a balance if you want, and you’ll get £50 of Marks and Spencer vouchers. So I thought oooh, and I thought I’d apply.”

This interview was one of many conducted by CRAM International in a study commissioned by Royal Mail into the role mail plays in consumers’ lives - how and when they go through their post and what impact it has on their attitude towards advertisers. This in-depth qualitative research looks into what ‘the post’ means to people. And it provides valuable insight into the emotional connections consumers have with mail.

Key insight
Of all media, mail plays a unique role. No other medium can achieve the emotional intensity consumers experience in waiting for and receiving mail. According to Dr Branthwaite: “The post is approached with hope and longing and full and focused attention”.