Consumer insights – direct mail and men

Men may not shop with the same gusto as women but they do like to know everything they can about a product before they make a purchase. So much so, that 50% of men like to be able to request more information by post when researching a purchase online.

This 2011 report uses TGI, Ebiquity and BMRB Royal Mail data to uncover how men respond to marketing messages, particularly ones delivered through direct mail, and what advertisers can do to ensure that their voice is heard with this audience.

Some of the interesting facts it reveals about men include:

• 93% of men tend to open their post.

• Men are more likely than women to open post if it contains an interactive DVD.

• They are more likely to follow up a mailing by trying a product or making a purchase.

• Direct mail offers better access to ad-receptive consumers than any other media.

• High direct mail responders are more likely to be big spenders.