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

1. Gerard O’Neill
Amárach Research
1st October 2009
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2. recession
NAMA
Lisbon II
unemployment
emigration
Budget 2010
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3. recovery ahead ...
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4. Economic Recovery Index
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5. 5

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

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8. The Marcoms Pie
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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%
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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%)!

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13. Types of Direct Mail
Addressed Direct Mail
1.5 per week
Transactional Mail
1.2 per week
Door Drops
6.7 per week
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14. Reading Habits
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15. 15

16. 16

17. 18-
18-
29s
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18. 18

19. 19

20. gerard.oneill@amarach.com
www.amarach.com
www.amarachresearch.blogspot.com
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