Consumer insights – direct mail and women

Women make up 51% of the 15+ UK population, yet 78% of women are the household's main shopper and they have most of the spending power. They are also a highly responsive audience, and provide great opportunities for advertisers promoting new brands or driving in-store purchases.

Using Billetts, BMRB and TGI data, this MMC report examines how to tap in to the spending power of the UK's women. It also looks at how they respond to direct mail, how it influences their purchasing, how it works as an acquisition and retention tool, plus its effectiveness in multi-media campaigns. 

Discover how this under-mailed segment:

• Likes money-off coupons, customer magazines and catalogues

• Is more likely than the average UK adult to like being informed about special offers and promotions

• Is likely to convince others to buy products or services if they are heavy direct mail respondents

• Is 17% more likely to visit a shop as a follow-up to direct mail than the average UK adult.