MMC>Knowledge centre>Facts & figures>Consumer insights – direct mail and social classes ABC1
Consumer insights – direct mail and social classes ABC1
Author: MMC
Date: 24 June 2009
Using research by Billetts, Royal Mail Consumer Panel, TGI and BMRB, this 2009 MMC report examines how the affluent and influential ABC1 social group responds to direct mail and other media as part of an integrated campaign.
Key findings for marketers trying to attract this target audience include:
ABC1s receive higher volumes of direct mail than the average UK adult.
49% of ABC1s have done something in the past 12 months as a result of the direct mail they’ve received.
80% prefer to receive money-off vouchers, special offers or coupons through the post.
ABC1 high responders to direct mail are more likely than heavy users of other media to influence the buying decisions of other people.
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