Direct mail drives to store and web – telecoms sector

Using research from Continental Research, this 2007 Royal Mail report examines the importance of direct mail in influencing consumer purchasing habits both in-store and online.

Focusing on the telecoms sector, it provides valuable consumer insights and research data, including:

• Younger age groups and word-of-mouth advocates are most receptive to telecoms direct mail

• 51% of respondents say direct mail has played a part in their purchasing decisions

• Of the third of UK adults that made a telecoms purchase in the past year, nearly a quarter had been made aware of the supplier they chose through direct mail

• Special offers sent by direct mail are particularly effective.

• Twice as many people are influenced to visit a store as a result of direct mail offers compared to offers they receive via email.