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Direct Marketing
Vertis Customer Focus, Direct Marketing 2009: Retail
Conducted on behalf of Vertis Communications by Marshall Marketing & Communications
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Direct mail is proven to be an effective medium for retailers to connect with customers.
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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:
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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%).
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2003
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2009
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Men 18-34
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65%
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67%
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Men 35-49
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64%
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77%
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Men 50+
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68%
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65%
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2003
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2009
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Women 18-34
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76%
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79%
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Women 35-49
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70%
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86%
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Women 50+
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75%
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78%
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- Retail direct mail messages that participants say they have responded to:
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Message
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Total Adults
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Coupons
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71%
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Buy one get one free
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71%
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Single item discount
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63%
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Percent off
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59%
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Gift card
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52%
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Everyday lowest price
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37%
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Grand opening
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36%
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Gift with purchase
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34%
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Consumer tips
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29%
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Loyalty card offer
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26%
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Event invitation
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23%
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None of these
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8%
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- Reasons that make a difference as to what direct mail participants say they open:
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REASON
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TOTAL
ADULTS
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Timing of the piece arriving coinciding with need for the service/product
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67%
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Consumer's name on the front of the envelope
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66%
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The package looks interesting
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60%
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A special offer or discount
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54%
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The package looks important
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52%
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Feel something in the package
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51%
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A free gift or token inside
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42%
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Dated material enclosed
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35%
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None of these
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5%
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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)
Link to Vertis Customer Focus, Direct Marketing 2009: Retail
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