Enhancing the Value of Mail: The Human Response
Maintaining and enhancing the value of advertising mail is of strategic importance to the Postal Service. The category provides a significant revenue stream for the Postal Service, accounting for over $20 billion — 31 percent of its total revenue — in fiscal year 2014. With an increasing number of choices of media available to marketers, it is imperative that the Postal Service understand the comparative effectiveness of mail using new powerful tools like neuroscience. Such an understanding, based on scientific evidence, would enable the Postal Service to identify growth opportunities.
The U.S. Postal Service Office of Inspector General (OIG) worked with Temple University’s Center for Neural Decision Making to conduct a neuromarketing study focused on the differing response to physical and digital media in the consumer buying process, including intent to purchase. Neuromarketing is a rigorous scientific method that explores the consumer’s subconscious response — beyond stated preference. In other words, neuromarketing methods reveal actual activity deep in the brain and other physiological responses as opposed to stated answers to survey questions.