How Social Networkers interact with direct mail.

1.Response to DM Social Network users respond to Direct Mail. Marketers need to look beyond traditional response rates when judging the full return on investment of Direct Mail; research shows significant value is delivered beyond the initial interaction. You Social Network Users 9% tried a new product or service 25% used a coupon 15% visited a store 18% kept it for later use DID 8% paid more attention to ad SOMETHING 10% passed it on ASKED FOR SOMETHING BOUGHT 45% SOMETHING 31% of social network users have done something as a result of the Direct Mail they've received. urce TG2on oa an 2010 - Dec 20n 2.Effective Reach Consumers who have used a social networking site in the past 12 months are Direct Mail is an effective way of reaching those who use social networking sites. Profile of consumers who have 29% more likely than average used social networking sites in the past 12 months, by top media quintile (Index). to be heavy responders to Direct Mail. They are more likely to be heavy users of Direct Mail than to be heavy users of any other media channel. TDOOR Magazine INSIOE P The Newspaper 94% 91% 56% Source TGI20mo4 ut 2010 - Am 20 3.Attitude to mail A special offer mailing could tempt potential customers on a tight budget. 81% of social network users 49% Iprefer to get paper bills and statements rather than access them online like receiving money-off vouchers, special offers or coupons. 87% - I keep bills and statements 81% -I tend to open all of my post 81% - I like receiving money-off vouchers, special offers or coupons 73% - I welcome mail if it is meant to reward my loyalty 62% - I welcome receiving mail from companies l'm already a customer of 54% -I pay more attention to paper statements than to email statements 49% -I prefer to get paper bills and statements rather than access them online Source: BARB 0220 68% - I like being sent product samples through the post 61% - I welcome mail telling me about new and improved services/better offers 54% - I like being informed about special or promotional offers by post 50% - When researching a purchase online, l'd like the option of requesting more information to be sent by post 41% -l often keep printed brochures/leaflets to read at my leisure ч