Consumer insights – direct mail and social classes ABC1

The UK consumers in the ABC1 socio-economic group are highly mailed and highly active, making the channel one of the best ways of persuading this affluent audience to spend their cash.

And they're also very persuasive themselves, with ABC1 high responders to direct mail more likely than heavy users of other media to influence the purchasing decisions of others.

This 2011 report uses research by Ebiquity, TGI and BMRB to explore the preferences of this influential and ad-receptive audience. By highlighting how ABC1s respond to direct mail and other media as part of an integrated campaign, it reveals significant marketing opportunities.

Key findings include:

• ABC1s have a high interaction with mail with 91% opening all their post.

• 75% of ABC1s welcome mail if it gives them useful information

• 46% of ABC1s have done something in the past 12 months as a result of the direct mail they’ve received.

• Mail Order, General Insurance and Charities mailings are the most common types sent to UK ABC1 adults

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