Direct Mail The Unvarnished Truth October 2009
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Direct Mail The Unvarnished Truth October 2009

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A presentation of research on consumer and marketer attitudes towards direct mail in Ireland. Prepared for An Post - the Irish post office service.

A presentation of research on consumer and marketer attitudes towards direct mail in Ireland. Prepared for An Post - the Irish post office service.

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    Direct Mail The Unvarnished Truth October 2009 Direct Mail The Unvarnished Truth October 2009 Presentation Transcript

    • Gerard O’Neill Amárach Research 1st October 2009 1
    • recession NAMA Lisbon II unemployment emigration Budget 2010 2
    • recovery ahead ... 3
    • Economic Recovery Index 4
    • 5
    • The “How’s Business” Index Scale of 1 to 10 where 1 is Terrible, 10 is Fantastic 30% 25% 20% 15% 10% 26% 19% 5% 16% 7% 11% 6% 0% 1% 9% 1 2 2% 4% Terrible and 3 4 5 6 getting worse 7 8 9 10 Fantastic and getting better 6
    • 7
    • The Marcoms Pie 8
    • 71% of businesses have used direct mail. 66% of direct marketers 66% use addressed direct mail based on customer database. 25% intend to increase spend on Direct Mail in the next 12 months (44% of ‘Innovators’). 44% 9
    • 53% of businesses 53% consider themselves to be innovative (10% ‘very’; 43% ‘somewhat’). More likely to be larger companies (79%); operating in B2C sectors (59%) ... and currently using direct mail (65%)!
    • 11
    • 12
    • Types of Direct Mail Addressed Direct Mail 1.5 per week Transactional Mail 1.2 per week Door Drops 6.7 per week 13
    • Reading Habits 14
    • 15
    • 16
    • 18- 18- 29s 17
    • 18
    • 19
    • gerard.oneill@amarach.com www.amarach.com www.amarachresearch.blogspot.com 20