Consumer insights – direct mail and men

This 2009 report uses TGI, Billetts, BMRB and Royal Mail Consumer Panel data to explore how men respond to mail and other marketing messages, mail's influence on purchasing, and how it works as an acquisition and retention tool.

In particular, it reveals that:

• Most men receive fewer than one mail marketing message each day, so potential exists for advertisers to gain a higher share of voice

• Men like to receive mail about new or improved services

• 84% of men tend to open all their post

• 43% of men have done something in the past 12 months as a result of the direct mail they’ve received

• Mail offers access to ad-receptive male consumers.