Statistics for transactional mail

Transactional Mail Statistics

In News by Alan Horton

We’ve seen in depth how transactional mail can be used to reduce organisational costs, to aid business continuity, and how it can be highly personalised across multiple channels. But what about direct statistics relating to transactional mail? We’ve covered this below, looking at everything from the volume of transactional mail sent, to the impact that this can have on your business.

Transactional mail vs transactional email

The first and most major comparison to note is the difference in results between transactional mail and transactional email. While some transactional email will be expected and most likely read, such as the confirmation of a recent order for online shopping, other forms of transactions are more crucial.

For example, people are more likely to take action quicker on a debt repayment or invoice that is sent via mail rather than email. This is because 98% of people sort through their transactional mail daily. This is compared to the average of 20% of people that open their emails.

And, some other stats on the comparison between transactional mail and transactional email that we’ve previously explored are:

  • At least 39% of all households have a specific area in their house dedicated to storing and displaying mail
  • 60% of people feel that direct mail will keep a brand in their minds
  • 63% of people felt that a direct mail campaign is more serious, as compared to the 17% who believe an email campaign is
  • People have a much higher level of attachment to mail, and it stays in their memory much longer

Some specific transactional mail statistics

Transactional mail has high open rates, with at least 95% of all recipients reading through any statements, invoices, or other pieces of transactional mail. With an inbox that is likely to get overloaded with emails every single day, seeing a piece of physical transactional mail is much more likely to prompt a response.

Alongside this, only around 4% of people will discard any transactional mail without reading it. People will also spend an average of 2 – 3 minutes reading through a piece of transactional mail, whereas the average person only spends around 15 – 20 seconds reading a transactional email.

This isn’t to say that the piece has to stay purely transactional either; you can always add a light, subtle marketing touch to it as well. You only have to refer back to our infographic to see the benefits of direct mail marketing.

While it must be noted that generally there has been a decline in the amount of transactional mail sent, this is to be expected given the fact much can now easily be sent by email, such as the order confirmation we referred to earlier. A customer doesn’t need this via physical mail.

However, for more important pieces of transactional mail, such as invoices or statements, you are much more likely to get a quicker, more prompt response from a physical piece over an electronic one.

Contact us to discuss transactional mail

Transactional mail is very much alive and kicking – to find out more, contact us here.

 

Image credit: Carlos Muza