With an improved economy, favourable growth forecasts and an upcoming budget that supports small businesses, 2016 looks promising.

But in almost every market we are still seeing demographic variations, social class divisions and a geographic disparity in recovery, between Dublin and the rest of the country(a).

Direct Mail as an Online Driver

All An Post’s market research studies are carried out by independent third party companies.

Direct Mail as an Online Driver

Marketers have to continue spending their budgets wisely and choosing communication channels based on measurable key performance indicators:

• attracting new customers • converting leads into sales • maintaining existing customers

The Power of Multiple Channels

Campaigns that include mail in the mix achieve over twice the market share growth than campaigns that don’t(b).

more of high-sales campaigns included mail than didn’t.27% more of high-acquisition

campaigns included mail than didn’t.40%

According to recent research…

Most relevant Channels for Irish People

37% 25%38%

12% 42%46%

32%51%17%

53%36%11%

51%43%6%

58%32%10%

Mail Addressed to You

Radio Adverts

TV Adverts

Social Network Commentary

Press Adverts

Leaflets/Fliers Through Letterbox

Very relevant Not at all relevantRelevant

59%04 65+ Years 72%

62%

household mail

direct mail

Irish people love receiving post, whether it’s household mail or direct mail(a).

Why is Direct Mail so Effective?

57%

51%

02 35-44 Years

03 45-64 Years

48%

30%

Direct mail

Email

59%04 65+ Years 22%TV

The Channels that make Irish Consumers feel most Valued(g)

54% of Irish people are more likely to click a search link for a company if they have received a piece of direct mail from them(e).

How does Direct Mail influence Online Engagement?

For campaigns seeking awareness, acquisition, conversion and retention, direct mail ranks in the top 3(f).

Addressed DM

Local Press

Trade Fair/Local Events

Social Media

47%41%66%

56%48%57%

57%52%63%

61%53%66%

Building awareness and providing information

Converting new leads into new sales

Increasing loyalty and spend amongst existing customers

Effectiveness of Direct Mail

We place huge importance on being able to touch and physically interact with something.

Which is why most of us feel comfortable requesting more product or service information by post(e).

34% 66%Disagree Agree

Effectiveness of Channels Combination57%

51%

59%

02 35-44 Years

03 45-64 Years

04 65+ Years

63%

66%

70%

34%

18-34 Years

35-44 Years

45-64 Years

65+ Years

‘If I see a product or service online, I’d like the option of requesting more information to be sent to me by post.’ (amongst internet users)

'Agree' by age group

The Power of Physical

Whether a consumer already does business with a company or not, they still prefer being contacted by mail(d).

We are also more likely to react to well executed and impactful direct mail(d).

Prospect customer preferred direct contact channels

Mail No PreferenceEmail

35% 37%

28%

Mail No PreferenceEmail

30%

47%

23%

Existing customer preferred direct contact channels

The WOW factor!

(a) An Post Communications Panel Wave 21 Feb-Apr 2014 prepared for An Post by B&A (b) IPA Databank meta-analysis conducted by Peter Field and Royal Mail, 2014 (c) An Post Direct Mail Business Study: Wave 8 Feb 2013. A presentation prepared for An Post by Amarach (d) An Post Corporate Image Tracker April-June 2014 for An Post carried out by Millward Brown (e) An Post Communications Panel Sep-Nov 2013 for An Post carried out by B&A (f) An Post SMEs Usage & Attitude to Direct Mail July 2014 prepared for An Post by Ipsos MRBI (g) Amarach consumer research for An Post 2013

References