Consumer insights – direct mail and people aged 45-54

Consumers in the 45-54 age group are the most affluent in the UK, according to MMC’s 2009 presentation, and are 63% more likely that the average adult to have a family income of £50k-plus.

Using research by TGI, BMRB and Billetts, this report examines their attitudes and responses to direct mail, revealing the effectiveness of this channel in reaching potential customers and how to improve targeting.

Discover how:

• Direct mail drives response, with 50% of 45-54 year olds doing something in the past 12 months as a result of mailings they’ve received
• Consumers aged 45-54 are more likely than the average UK adult to keep a mailing for later reference or to use a voucher or a coupon they receive by post
• They are most likely to respond to direct mail via email or in person
• 74% of consumers in this age group welcome mail if it is meant to give them useful information.