Encouragingly, 69 per cent of respondents believe that DM is the most important promotional medium that they use, followed by a website at 33 per cent and email at 20.4 per cent.
Further insight into consumer habits of DM found that nearly 50 per cent of consumers prefer to receive their DM in the morning with those over 65 most wanting their DM at this time compared to the 18-24 age group, which had a stronger preference for DM to be delivered in the afternoon.
The majority of recipients prefer to read their DM as soon as they pick it up from the door mat and for those who wait till later in the day most read it on the couch in the living room (65 per cent), followed by at the kitchen table (52 per cent), in the garden (23 per cent) and 18 per cent on the toilet. When looking at where people look at their DM, males are far more likely to read direct mail either in the toilet or at work than females and the young are most likely to read it in bed and in the toilet.
Commenting on the results Lieneke Happel, Director of Marketing and Strategy, TNT Post UK said: “We are pleased that direct mail continues to be seen as the most effective promotional tool used by marketers and that it is holding its own in a very competitive landscape. The consumer insights were revealing and present some creative opportunities for DM users knowing that many of their targets will read DM in bed or on the loo.”
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About TNT Post
TNT Post is the second largest UK postal company and has the resources to deliver both addressed and unaddressed items. It currently handles more than 200 million items a month.
Since the liberalisation of the UK postal market on 1st January 2006, TNT Post has continued to impress businesses and public sector organisations in the UK with its innovative, sophisticated mailing services that bring unrivalled value and flexibility to clients. TNT Post’s high profile wins in the addressed mail market include BT and Centrica.
TNT Post has in a short period of time impressed businesses and public sector organisations with its innovation, high-level service approach and cutting-edge technology investments. It has achieved some significant wins across sectors such as banking, utilities, leisure and media.
TNT Post, formerly TNT Mail, was established in early 2003 and signed its downstream access agreement in April 2004 and began operations in late August 2004. Since its launch, it has developed a number of products for customers including Premier, Premier Sort and PremierSort Flex. For more information on these services please visit www.tntpost.co.uk.
Annually PostNL processes 8.8 billion addressed postal items (including 100 million parcels) and delivers to more than 88 million addresses in the Benelux, Germany, the UK and Italy. PostNL’s main business is mail, parcels and e-commerce. The company also provides services in the area of data and document management, direct marketing and fulfilment. PostNL employs some 77,000 people. In 2010 the company generated a turnover of nearly 4.3 billion euros
For further information, please contact:
Eimear Galvin: 020 7332 2306