Consumer insights – direct mail and women

Women make up 51% of the 15+ UK population, yet 78% of women are the household's main shopper and they have most of the spending power.

They are also a highly responsive audience, and provide great opportunities for advertisers promoting new brands or driving in-store purchases.

Using Ebiquity, BMRB and TGI data, this 2011 MMC report examines how to tap into the spending power of the UK's women.

It also looks at how they respond to direct mail, how it influences their purchasing, how it works as an acquisition and retention tool, plus its effectiveness in multi-media campaigns.

Key findings include:

• 85% of women like receiving money-off vouchers, special offers  or coupons.

• 46% of women have done something in the past 12 months as a result of the direct mail they’ve received - 31% bought or ordered something and 18% have kept it for later use.

• They provide word of mouth, and are likely to convince others to buy products or services if they are heavy direct mail respondents.

• Women are more motivated to open mail if it's either a bill or bank statement if they are an existing customer, or if it contains a coupon or catalogue.

• Complementing a TV campaign with direct mail increases its reach to women by 13%.

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