Vertis Customer Focus, Direct Marketing 2009: Retail
By Conducted on behalf of Vertis Communications by Marshall Marketing & Communications
Direct Mail
"Direct mail is proven to be an effective medium for retailers to connect with customers."
Date: 2009
Type of Promotional Material/Activity Tested: Direct marketing
Sample Population: 2,000 adults (18 and older), distributed proportionately.
Methodology: Random telephone survey of consumers conducted every 2 years since 1997. 95% reliability, 2% differential.
Metrics: Consumer readership and use of retail direct marketing.
Top Line Results:
-
Three of four participants (76%) state they read the direct mail received from retailers. Women, ages 35-49, are the heaviest readers (86%), while men, ages 50 , are the lightest readers (65%).
-
Compared to 2003, 18-49 year old men say they are reading their retail direct mail more today. Readership of retail direct mail among men 50 and older has declined slightly since 2003.
| Men |
2003 |
2009 |
|
18-34 |
65% |
67% |
|
35-49 |
64% |
77% |
|
50 |
68% |
65% |
-
Readership of retail direct mail has increased among women of all age groups. As with the men, the largest increase in retail direct mail readership is in the 35-49 age group.
| Women |
2003 |
2009 |
|
18-34 |
76% |
79% |
|
35-49 |
70% |
86% |
|
50 |
75% |
78% |
-
Direct mail from discount and grocery stores are the types most heavily read. Close to nine of 10 respondents (86%) pay attention to direct mail from discount stores and eight of 10 respondents (83%) read the direct mailings from their grocery stores.
- Retail direct mail messages that participants say they have responded to:
|
Message |
Total Adults |
|
Coupons |
71% |
|
Buy one get one free |
71% |
|
Single item discount |
63% |
|
Percent off |
59% |
|
Gift card |
52% |
|
Everyday lowest price |
37% |
|
Grand opening |
36% |
|
Gift with purchase |
34% |
|
Consumer tips |
29% |
|
Loyalty card offer |
26% |
|
Event invitation |
23% |
|
None of these |
8% |
- Reasons that make a difference as to what direct mail participants say they open:
|
Reason |
Total |
|
Timing of the piece arriving coinciding with need for the service/product |
67% |
|
Consumer's name on the front of the envelope |
66% |
|
The package looks interesting |
60% |
|
A special offer or discount |
54% |
|
The package looks important |
52% |
|
Feel something in the package |
51% |
|
A free gift or token inside |
42% |
|
Dated material enclosed |
35% |
|
None of these |
5% |
Take-Away: The annual Vertis Customer Focus study has steadily demonstrated that consumers welcome direct mail. The latest findings (2008) show consumers have become even more receptive to using direct mail to seek information and obtain the best value -- proving direct mail to be an effective medium for retailers to connect with customers.
Complexity rating of original source: 1 (Complex statistical analysis scale: 1= none, 2= moderate, 3 = difficult)
Source: We're sorry, this Vertis report is no longer available.
