Consumer insights – direct mail and people aged 35-44

Over three quarters of 35 to 44 year olds welcome direct mail, according to this 2009 MMC report. TGI, BMRB and Billetts data reveals the attitudes towards mail of consumers in this age group and, in particular, what tempts them to open it. Is it a coupon, a DVD or a free sample for instance? Marketers can use the insights in this report to improve the open rate of mailed promotional material.

Key findings include:

• Consumers in this age group care about the environment - 84% of them recycle direct mail.

• They are highly responsive to direct mail, with 49% taking action after receiving it.

• Direct mail drives footfall - 1.4 million of this target audience visited a shop as a result of receiving marketing material in the post.