'I love this catalogue… It’s got gadgety stuff, for all ages, men and women, it's fun'
It isn't just a question of people enjoying the direct mail they receive, it prompts them to make a purchase – whether it's switching broadband provider, booking a cruise or buying three bottles of the same aftershave in a row!
This short film reveals how just one letter can build a lasting relationship with a brand and achieve cut-through.
Watch the film and download our useful key insights at the bottom of the page.
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Jean Colton: I think when companies get in touch with you and they emphasise the brands and what they do, it's a good way of getting to people.
Chris Czarny: When a new, or rival company’s sending me something like that, in a physical form through the post, that can be quite beneficial.
Pauline Hutchinson: I feel as if they’re sort of like helping me rather than just sending me mail.
Pat Parish: When my insurance, car insurance, is coming up for renewal, I tend to save these up and then spend, you know, half an hour ringing around.
Blanche Greene: If something is due, as in building insurance or car insurance, and something happens to come through the post, then I’d put that to one side and look into it in more depth.
Jermaine Hunter: When I was with Virgin I got a letter saying 'To Mr Hunter at 9 Garland House' and that caught my attention.
Rosemary Starling: I did get something through the post from M&S. They had an offer on mattresses and I did go into the web – Marks and Spencer’s website.
Brian Hufton: We did get an offer through the post from a firm offering cruises at reduced prices so we went onto their website.
Maureen Howes: Anything like this, a nice catalogue, I would put that to the side and, if I was sitting having a cup of coffee, I’d look through that. And then I’d probably put it in my magazine rack.
Pauline Hutchinson: I love this catalogue. It’s just got everything anyone really wants, gadgety stuff, all ages, men and women. It's fun, it's funky, it’s quite new.
Janet Hagan: This one’s from BHS. I probably would have had a quick glance at this just to see what they were offering because it says Summer Sale, and I’m always interested in sales, I’ve got a teenage daughter.
Natasha Buttivant: Well, it’s a designer kids clothes shop. We’ve shopped there once or twice. It’s not a regular shop that I use but I would keep it.
Helen Clark’s friend: I was just due to renew my car insurance anyway and I got this through the post with some of their online offers.
Joshua Sheridan: I got a free sample of aftershave through the post and I really liked it.
Janet Hagen: And it's got £5 pound off, so that would’ve gone on the pile to save.
Maureen Howes: Put it in my magazine rack because there’d probably be a quilt set or something I would like.
Jermaine Hunter: So I was like I’ll have a look and it actually... now I'm probably going to change my internet to Talk Talk.
Helen Clarke’s friend: And I went online and it actually was really good and I ended up taking it up.
Joshua Sheridan: I ended up getting it and I've had two bottles since. I've almost run out of this one so I'll probably end up buying a third.
Rosemary Starling: I purchased a mattress through the internet.
Brian Hufton: We booked a cruise on the website.
Jean Colton: And that was all just through just one letter coming into the house.