Direct mail drives to branch and web – financial sector

This 2007 Royal Mail report uses data from Continental Research to examine direct mail’s ability to influence consumers to purchase in-store and online compared with other media, such as TV, email and radio advertising.

Focusing on the financial sector, it provides valuable consumer insights and research data, including:

• Word of mouth plays a key role in this sector, with four-fifths of consumers considering themselves to be word-of-mouth influencers

• Younger consumers are particularly responsive to receiving financial information in the post

• Timeliness is important, with 58% of respondents saying they welcome timely financial direct mail

• 49% say direct mail has played a part in part in their purchasing decision

• Direct mail and word of mouth dominate as prompts to supplier choice in the financial services sector, outscoring search engines.