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A presentation of research on consumer and marketer attitudes towards direct mail in Ireland. Prepared for An Post - the Irish post office service.
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Gerard O’NeillGerard O’Neill
Amárach ResearchAmárach Research
Gerard O’NeillGerard O’Neill
Amárach ResearchAmárach Research
1
Amárach ResearchAmárach Research
11stst October 2009October 2009
Amárach ResearchAmárach Research
11stst October 2009October 2009
NAMANAMArecessionrecession
Lisbon IILisbon IILisbon IILisbon II
Budget 2010Budget 2010
unemploymentunemployment
emigrationemigration
2
Budget 2010Budget 2010
3
rrecovery ahead ...ecovery ahead ...
Economic Recovery Index
4
5
25%25%
30%30%
The “How’s Business” IndexThe “How’s Business” IndexScale of 1 to 10 where 1 is Terrible, 10 is FantasticScale of 1 to 10 where 1 is Terrible, 10 is Fantastic
5%5%
10%10%
15%15%
20%20%
7%7%
19%19%16%16%
26%26%
0%0%
11 22 33 44 55 66 77 88 99 1010
1%1%
7%7%6%6% 11%11%
9%9%
2%2% 4%4%
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Terrible and
getting worse
Fantastic and
getting better
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The The MarcomsMarcoms PiePie
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71% 71% of businesses have of businesses have
used direct mail.used direct mail.
6666% % of direct marketers of direct marketers 6666% % of direct marketers of direct marketers
use addressed direct use addressed direct
mail basedmail based on on
customer database.customer database.
25% 25% intend to intend to increaseincrease
spend on Direct Mail spend on Direct Mail
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spend on Direct Mail spend on Direct Mail
in the next 12 months in the next 12 months
((4444% of ‘Innovators’).% of ‘Innovators’).
5353% % of businesses of businesses
considerconsider themselves to be themselves to be
innovative (10% ‘very’; innovative (10% ‘very’; innovative (10% ‘very’; innovative (10% ‘very’;
43% ‘somewhat’).43% ‘somewhat’).
More likely to be More likely to be largerlargercompanies (79%); companies (79%);
operating in operating in B2CB2C sectors sectors operating in operating in B2CB2C sectors sectors
(59%) ... and currently (59%) ... and currently
using using direct mail direct mail (65%)!(65%)!
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Types of Direct MailTypes of Direct Mail
Addressed Direct MailAddressed Direct Mail
1.5 per week1.5 per week
Transactional MailTransactional Mail
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Transactional MailTransactional Mail
1.2 per week1.2 per week
Door DropsDoor Drops
6.7 per week6.7 per week
Reading HabitsReading Habits
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15
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1818--
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1818--
29s29s
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gerard.oneill@amarach.comgerard.oneill@amarach.com
www.amarach.comwww.amarach.com
www.amarachresearch.blogspot.com www.amarachresearch.blogspot.com
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www.amarachresearch.blogspot.com www.amarachresearch.blogspot.com
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