Direct Mail vs Email

CMS

central mailing services



DIRECT MAIL VS E-MAIL



DIRECT MAIL READERSHIP

% WHO RECEIVED AND READ MAIL BY INDUSTRY



MAIL FROM FINANCIAL SERVICES AND UTILITY COMPANIES ARE THE MOST RECEIVED AND READ



LOCAL GOVERNMENT 29% 78%

PROPERTY COMPANIES 21% 51%

CLUBS YOU ARE A MEMBER OF 17% 79%

RETAIL STORES 16% 57%

FASHION STORES 16% 74%

LOCAL SERVICE PROVIDERS 13% 59%

LOCAL RESTAURANTS 11% 51%

HOLIDAY COMPANIES 10% 65%



6.9

THE AVERAGE # OF PERSONALISED LETTERS RECEIVED PER WEEK



READING RATE

RECEIVED DIRECT MAIL



COMMUNICATION PREFERENCE BY CATEGORY



DIRECT MAIL IS PREFERRED TO E-MAIL AS A COMMUNICATION FORM FOR ALL INDUSTRIES



35% 10% 13% 43% SUPERMARKETS

30% 10% 13% 42% LOCAL RESTAURANTS

39% 9% 14% 37% RETAIL STORES

41% 9% 14% 37% LOCAL SERVICE PROVIDERS

43% 9% 13% 34% LOCAL GOVERNMENT

45% 8% 13% 33% HARDWARE OUTLETS

45% 9% 14% 32% FASHION STORES

46% 9% 15% 31% UTILITY COMPANIES

45% 10% 17% 28% TRAVEL COMPANIES

50% 9% 13% 28% BANKS

48% 9% 16% 28% INTEREST GROUPS

53% 8% 14% 28% TELECOMMUNICATION COMPANIES

54% 8% 14% 24% CHARITIES

59% 6% 12% 23% REAL ESTATE COMPANIES



DIRECT MAIL E-MAIL BOTH NEITHER



MAGAZINES 61% 10% 12% 17%

IMPORTANT INFORMATION 50% 23% 21% 6%

BROCHURES & CATALOGUES 47% 21% 18% 14%

DETAILED INFORMATION 43% 28% 21% 8%

VOUCHERS OR COUPONS 34% 13% 9% 43%

INFORMATION REQUEST 28% 40% 16% 16%

INVITATION TO SPECIAL EVENTS 25% 44% 21% 11%

NEWSLETTERS 23% 51% 17% 10%

BRIEF INFORMATION 18% 58% 14% 11%



DIRECT MAIL E-MAIL BOTH NEITHER



DIRECT MAIL IS PREFERRED FOR LENGTHIER OR IMPORTANT INFORMATION WHILE E-MAIL IS PREFERRED FOR BRIEF INFORMATION



COMMUNICATION PREFERENCE BY DEMOGRAPHICS



AGE EARNINGS



38% 44% 18% LESS THAN Σ26,000 66% 24% 11%

56% 31% 13% Σ26,000 TO Σ52,000 50% 35% 15%

59% 25% 6% Σ52,000 TO Σ75,000 59% 30% 11%



DIRECT MAIL E-MAIL BOTH



OLDER GENERATIONS AND LOW INCOME EARNERS ARE MORE RECEPTIVE TO DIRECT MAIN THAN E-MAIL



48% OF CUSTOMERS FELT THAT INFORMATION RECEIVED BY DIRECT MAIL WAS EASY TO TAKE IN COMPARED WITH 20% BY EMAIL central Cms mailing services DIRECT MAIL VS E-MAIL %23 DIRECT MAIL READERSHIP %% WHO RECEIVED AND READ MAIL BY INDUSTRY 29% 78% LOCAL GOVERNMENT GS 21% PROPERTY COMPANIES 17% 79% CLUBS You ARE A MEMBER OF MAIL FROM FINANCIAL SERVICES AND UTLTY COMPANIES ARETHE MOST 16% 67% RETAIL STORES RECENED AND READ THE AVERAGE # OF PERSONALISED LETTERS RECENED PER WEEK FASHION STORES 74% -13% 59% LOCAL SERVICE PROVIDERS 51% O READING RATE & RECEIVED DIRECT MAIL LOCAL RESTAURANTS 10% 66% HOLIDAY COMPANIES COMMUNICATION PREFERENCE BY CATEGORY SUPERMARKETS 42 LOCAL RESTAURANTS 3ih D RETAIL STORES LOCAL SERVICE PROVIDERS LOCAL GOVERNMENT 45% 3 HAROWARE OUTLETS এ 32% FASHION STORES UTILITY COMPANIES DIRECT MAIL Is PREFERRED TO E-MAIL As A COMMUNICATION FORM FOR ALL INDUSTRIES VA 20DMA TRAVEL COMPANIES G0% Ь 13% BANKS INTEREST GROUPS O-A 25 TELECOMMUNICATION COMPANIES 246A CAARITIES b 1296 U 23 REAL ESTATE COMPANIES DIRECT MAIL O E-MAIL BOTH O NETHER MAGAZINES D0 02% IMPORTANT INFORMATION 23% i7 2F6 BROCHURES & CATALOGUES DETAILED INFORMATION 21 VOUCHERS OR COUPONS 345 13 INFORMATION REQUEST INVITATION TO SPECIAL EVENTS 21% NEWSLETTERS 23% BRIEF INFORMATION DIRECT MAIL Is PREFERRED FOR LENGTHIER OR IMPORTANT INFORMATION WHILE E-MAIL IS PREFFERED FOR BRIEF INFORMATION DIRECT MAIL E-MAIL BOTH NETHER 2 가 (x-y)(32+2-y)' OLDER GENERATIONS AND LOW INCOME EARNERS ARE MORE RECEPTIVETO DIRECT MAIL THAN E-MAIL %3D COMMUNICATION PREFERANCE BY DEMOGRAPHICS EARNINGS 48% OF CUSTTOMERS FELT THAT INFORMATON RECENED BY DIREGT MAIL WAS EASY TO TAKE IN COMPARED WH 20% BY EMAIL. AGE LESS THAN 24% 1% £2G,000 G6% 44% 18% 38% £26,000 To £52,000 35% 15% 50% 31% 13% 56% E52,000 To E75,000 30% 1% 59% 25% 6% 59% INFORMATION SOURCE: AUSTRALIA POST CONSUMER SURVEY, JULY 2012 O E-MAR CREATED BY - CENTRAL MAILING SERVICES FIND US ON: You Tube www.CENTRALMAILING.Co.UK