Consumer insights – direct mail and people aged 35-44

Over three quarters of 35 to 44 year olds welcome direct mail, according to this 2011 MMC report.

Data from TGI, BMRB and Ebiquity reveals the attitudes towards mail of consumers in this age group and, in particular, what tempts them to open it.

arketers can use the insights in this report to improve the open rate of mailed promotional material.

Key findings include:

• They are highly responsive to direct mail, with 46% taking action after receiving it.

• 29% have bought or ordered something after receiving direct mail.

• 79% say they tend to open all their post.

• Direct mail drives footfall - 1.5 million of this target audience visited a shop as a result of receiving marketing material in the post.