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.

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Direct Mail The Unvarnished Truth October 2009

  1. 1. Gerard O’Neill Amárach Research 1st October 2009 1
  2. 2. recession NAMA Lisbon II unemployment emigration Budget 2010 2
  3. 3. recovery ahead ... 3
  4. 4. Economic Recovery Index 4
  5. 5. 5
  6. 6. 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. 7. 7
  8. 8. The Marcoms Pie 8
  9. 9. 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
  10. 10. 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. 11. 11
  12. 12. 12
  13. 13. Types of Direct Mail Addressed Direct Mail 1.5 per week Transactional Mail 1.2 per week Door Drops 6.7 per week 13
  14. 14. Reading Habits 14
  15. 15. 15
  16. 16. 16
  17. 17. 18- 18- 29s 17
  18. 18. 18
  19. 19. 19
  20. 20. gerard.oneill@amarach.com www.amarach.com www.amarachresearch.blogspot.com 20

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