How consumers follow up on direct mail

Direct mail can trigger a variety of different responses in consumers – whether it’s by getting them to use coupons and vouchers, driving them to visit stores, or prompting them to go online to research or buy products and services.

This 2010 Billetts data examines how people respond to their post according to age, gender and social class, enabling marketers to plan and integrate effective response mechanisms for their direct mail and multi-channel marketing campaigns. 

Key findings include:

• 72% of C1 and C2 adults have used a voucher or coupon after receiving direct mail in the past year.

• 51% of AB adults have looked for information on the internet after receiving mail.

• 40% of men have visited a store after receiving mail in the past 12 months.

• 82% of 25-34 year olds have used a voucher or coupon after receiving direct mail in the last year.