MMC>Knowledge centre>Facts & figures>Mail in the utilities sector
Mail in the utilities sector
Author: MMC
Date: 08 March 2010
Against a backdrop of rising prices, consumer bargain-hunting and an increasing emphasis on energy efficiency, this 2010 MMC report delivers a snapshot of the changeable electricity and gas sector’s marketing activities and media spend.
Using data from Billetts, Mintel, Nielsen and TGI, it analyses the media share of spend by utilities companies, their direct mail expenditure and the effectiveness of their communications with consumers. It also highlights opportunities to target consumers looking to switch their suppliers, particularly younger groups, which are currently undermailed.
Key insights include:
£11.40m was spent on utilities direct mail from January to December 2009. There was a spike in utilities direct mail spend in June 2009 and October 2009.
The media channels which are the most effective for reaching consumers who switch provider.
The top 10 energy advertisers with the biggest spend on direct mail – including Eon Energy, British Gas and Marks and Spencer.
76% of utilities mailings were sent to people aged over 45, while 16 to 34 year olds received only 6% of all mailings. Yet the adults who have switched their utility and energy suppliers in the last 12 months tend to be ABC1s who are aged 25-34.
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