Mail in the retail sector

UK retailers are missing an opportunity by failing to target young adults with direct mail, a new report shows.

The Mail Media Centre's 2011 report on the UK retail sector shows that just 8% of retail mailings are sent to adults aged 15 to 34, yet this age group is 30% more likely to respond to retail direct mail than the national average.

The report draws on research by Billetts, Mintel, Nielsen Ad Dynamix, Royal Mail Consumer Panel and TGI.

Other findings include:

*Retail direct mail gets the highest response from consumers.

*Direct mail has an 11% share of all retail spend - equating to £117 million.

*Nearly one third of all retail spend was targeted specifically at C1s.

*Just over half of retail mailings were sent to the over 55s.

*11% of all adults have visited a store once or twice in response to direct mail.