Consumer insights – direct mail and utilities companies

What do utilities companies' customers think of direct mail and how do they respond to it? This 2008 MMC presentation uses Billetts research to detail their attitudes to mail from gas, electricity and water suppliers.

The data, which is analysed by gender, age and socio-economic group, includes customer responses to receiving direct mail about environmental home improvements and services, special offers, and new or improved products and services. It reveals that direct mail can help:

• Reach new audiences

• Boost customer loyalty

• Enhance customer relationships

• Improve cross-selling