# Presentation: 224083

##     THE CONSUMER      MAIL MOMENTGATEWAY INTO THE     HOUSEHOLD

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## The Key Conclusions on the Value of Mail

-  Conclusion #1:  Mail is not going away because it helps
-     consumers run their households
-  Conclusion #2:  Mail has real Job-Value that makes Mail
-     Moments more enriching and increases the consumer use
-     of mail
-  Conclusion #3:  The consumer perception of the value of
-     mail is at risk because not all mail provides value to the
-     consumers

## Conclusion #1:  Mail is not going away because it helps consumers run their households

**Mail is a fundamental element of our daily lives**
-  Mail connects us to the market
-  Mail is rooted in our need to shop, which is not going away
-  Mail is critical in helping us manage our household finances

## The Mail Box is the Gateway into the Home

-  They do not expect to receive personal mail but when they
-     do, **it makes their day**
-  This “hope” keeps them coming back every day
-  Consumers basically expect to receive commercial mail
-     (bills, statements, magazines, and advertising)
-  They want this commercial mail to be relevant and useful

## The CEO of the Mail

-  Mail is so central to running the household that one person,
-      the CEO of the Mail, takes the responsibility of managing
-      the mail
-  And, because mail is so important to the basic functions
-     within the home (shopping and paying bills), the CEO of
-     the Mail also typically handles the shopping and manages
-     the finances

## The Reasons for Bringing in the Mail

- Collecting the mail is a moment of pleasure
-  It is a time when the consumer is making the transition
-     from work life to the home life
-  It is a time when the consumer is leaving behind the
-     stress of work and enjoying the home life
-  It helps me unwind
-  I am taking a “time out”
-  It keeps me in touch with what’s going on

## Mail is So Important 

- Collecting the mail is one of the most fundamental habits
- of home life
-  It is the first thing done when getting home at the end of
-     the day
-  And, in most homes, sorting the mail once in the house
-     is the very next thing done.

## Conclusion #2: Mail has Job-Values

- Mail is used in 3 key jobs in the home
-  It helps in running the home (the shopping)
-  It helps in managing the finances (the paying of bills)
-  It helps in enjoying the home (the home entertainment)

## Conclusion #3:  The Perception of the Value of Mail is at Risk

- Too much mail is not doing the jobs consumers expect from it
-  Thirty-nine percent (39%) of consumers think their next mail
-      delivery will have mail with little or no value to them
-  Fifty-three percent (53%) of the mail pieces are not expected
-      to be of value to the consumers

## Improving the Value of Mail

**Improving the Value of Mail**

- All parts of the Mail Industry must focus on ways to improve
- the value of mail

## Improving the Value of Mail

**Improving the Value of Mail**

-  Improving the value of mail is critical if we want to retain
-     younger consumers in the mail

## Key Implications for Action for the Mailing Industry

-  Mail is a bedrock upon which our marketplace exists
-  Consumers value mail and rely on it to run their households
-  The Mailing Industry needs to create relevant and useful
-      mail to maintain the power of the Mail Moment