Consumer insights – direct mail and social classes C2DE

The UK's C2DEs are value-conscious, incentive-driven and keen to try new products, yet this media-savvy audience is under-mailed compared with the UK average.

Competitions and value for money offers also resonate more with  C2DEs who are 40%+ more likely than ABC1s to enter a competition for toiletries and for household products.

Using Ebiquity, BMRB and TGI data, this 2011 MMC report highlights the marketing opportunities presented by this highly ad-receptive group. It also reveals how integrated campaigns combining direct mail with other channels significantly increase reach to the bigger spenders in this less affluent audience.
 
Key findings include:
• C2DEs are more motivated by mailings that contain something relevant or personal to them such as a bill or a bank statement

• They have a high interaction with mail with 92% opening all their post

• Value for money and offer messages resonate most strongly with C2DEs

• 40% of C2DEs have done something in the past 12 months as a result of the direct mail they’ve received

To read this report in full click the ‘download’ button below