Fast facts: dm and people with pet insurance

April 2011
Author: John Bliss,
media insight
manager, MMC
Source: Ebiquity,
Royal Mail, Nielsen
Mail Volumes and
Response Rates 2010
Mail volumes per year
Date by Years
2006
2007
2008
2009
2010
Finance
933,820,395
822,914,434
607,348,965
463,407,243
495,483,883
Retail
493,983,424
492,915,426
363,418,727
354,621,166
465,385,742
Education & Charities
248,256,888
213,470,131
184,455,481
193,642,334
228,733,149
Entertainment &
Media & Leisure
Technology
174,100,207
158,176,282
110,329,203
96,140,438
107,607,948
95,515,832
88,639,315
96,062,159
122,379,703
131,645,640
Travel
89,282,746
87,749,836
63,024,675
68,617,561
94,088,945
Government & Utilities
33,347,679
37,652,597
29,296,946
41,406,751
74,274,239
Pharmaceutical
29,007,730
26,268,027
27,570,676
38,800,613
45,454,915
Automotive
26,065,082
25,782,931
18,075,897
12,403,969
20,857,795
Electrical & Household
15,702,331
15,423,317
18,073,447
16,656,317
12,596,041
FMCG
18,344,976
12,559,485
10,703,211
14,136,177
12,755,002
Other
7,947,487
9,417,289
4,700,678
5,023,708
7,211,899
Toiletries/Cosmetics
8,785,836
8,106,319
4,242,889
3,020,105
5,920,617
2,174,160,614
1,999,075,391
1,537,302,954
1,430,256,083
1,702,015,816
TOTAL (All)
Finance has been the
largest sector for
Direct Mail in each
of the past 5 years
Direct Mail volumes per year
2,200,000,000
2,174,160,614
1,999,075,391
2,000,000,000
1,800,000,000
1,702,015,816
1,537,302,954
1,600,000,000
Direct Mail volumes fell during
the recession in 2008 but
rebounded to
1.73bn in 2010
1,430,256,083
1,400,000,000
1,200,000,000
1,000,000,000
2006
2007
2008
2009
Source: Ebiquity 2010
2010
Mail volumes per Month
% of year's mail by month
10.0
8.9
9.0
8.5
9.1
8.8
8.6
8.5
June and September
are the two most
prolific months for
9.4
9.4
9.5
8.4
8.2
7.8
8.0
direct mail with
each
7.3
7.5
7.0
6.5
6.0
9.4%
5.6
5.5
5.0
Jan
2010
Feb
2010
Date by Months
Mar
2010
Apr
2010
May
2010
Jun
2010
Jul 2010
Aug
2010
Sep
2010
Oct
2010
Nov
2010
Dec
2010
Jan 2010
Feb 2010
Mar 2010
Apr 2010
May 2010
Jun 2010
Jul 2010
Aug 2010
Sep 2010
Oct 2010
Nov 2010
Finance
42,427,559
39,378,689
43,605,420
38,231,260
42,889,017
47,825,718
48,766,509
39,719,766
43,926,653
44,184,456
37,542,840 26,985,996
Dec 2010
495,483,883
TOTAL
Retail
40,034,728
33,795,378
44,079,670
36,710,501
38,206,713
42,967,171
39,725,893
31,382,137
50,953,183
42,042,959
38,410,742 27,076,667
465,385,742
Education & Charities
15,886,488
16,067,976
14,819,111
16,510,280
18,518,652
22,427,716
16,307,805
13,382,915
20,114,842
28,866,933
29,379,230 16,451,201
228,733,149
9,810,486
12,091,867
11,586,347
8,534,654
10,730,521
14,420,024
11,689,131
13,620,867
12,143,609
11,184,350
9,623,312
6,210,472
131,645,640
12,136,405
8,492,757
9,350,518
7,385,582
8,617,227
8,582,787
7,197,052
8,572,297
11,289,701
10,360,332
9,663,428
5,959,863
107,607,948
12,025,666
8,625,082
8,209,071
6,744,332
9,087,957
9,034,495
7,996,984
5,776,619
9,633,051
7,189,102
5,269,503
4,497,085
94,088,945
Government & Utilities
3,376,083
5,084,820
5,814,732
28,678,796
11,777,660
4,231,883
2,857,958
1,978,857
2,293,456
3,239,075
3,063,880
1,877,041
74,274,239
Pharmaceutical
4,244,277
3,657,829
2,571,594
4,331,205
5,324,944
4,364,592
3,312,911
4,087,594
4,600,006
3,826,890
3,114,939
2,018,134
45,454,915
Automotive
1,110,685
2,198,704
2,154,563
1,244,819
1,372,854
2,749,045
1,653,673
2,388,669
2,300,726
1,199,146
1,144,853
1,340,058
20,857,795
FMCG
2,107,478
2,164,845
1,034,851
773,204
884,685
953,206
1,702,016
701,700
450,884
826,892
352,099
803,141
12,755,002
Electrical & Household
978,690
884,933
1,577,165
826,377
859,464
869,151
1,152,008
1,245,915
1,333,956
897,237
1,321,376
649,769
12,596,041
Other
365,547
735,729
710,481
735,649
765,368
404,115
652,939
699,983
883,669
617,428
435,424
205,567
7,211,899
Toiletries/Cosmetics
247,590
122,970
192,919
1,425,117
845,944
798,762
522,559
169,427
217,705
415,338
515,286
446,999
5,920,617
Technology
Entertainment &
Media & Leisure
Travel
TOTAL (All) 144,751,684 133,301,579 145,706,444 152,131,775 149,881,006 159,628,666 143,537,437 123,726,745 160,141,439 154,850,136 139,836,910 94,521,994 1,702,015,816
Source: Ebiquity 2010
Direct Mail by Social Class 2010
socialclass
A
Sectors
B
C1
C2
% of
% of
% of
socialclass socialclass socialclass
D
% of
socialclass
E
% of
socialclass
% of
socialclass
Finance
4.73%
13.12%
31.38%
24.04%
14.84%
11.89%
Retail
5.41%
13.26%
31.44%
20.04%
14.81%
15.04%
Education & Charities
5.45%
14.30%
30.86%
16.83%
11.34%
21.23%
Technology
4.89%
11.21%
28.60%
21.90%
14.82%
18.58%
Entertainment & Media & Leisure
5.95%
13.62%
28.62%
21.38%
15.20%
15.23%
Travel
7.72%
19.56%
28.47%
20.74%
13.27%
10.24%
Government & Utilities
4.55%
10.73%
30.20%
22.76%
16.81%
14.94%
Pharmaceutical
6.87%
12.67%
28.81%
21.35%
14.53%
15.77%
Automotive
8.53%
19.78%
28.62%
21.28%
14.14%
7.65%
FMCG
6.93%
8.55%
29.25%
21.45%
18.39%
15.42%
Electrical & Household
Other
Toiletries/Cosmetics
TOTAL (All)
35.00%
7.06%
14.71%
29.68%
23.90%
11.14%
13.51%
10.50%
22.97%
27.36%
14.60%
12.72%
11.85%
5.00%
9.11%
23.74%
25.62%
14.85%
21.67%
5.42%
13.53%
30.55%
21.24%
14.36%
14.90%
30.55%
30.55% of direct mail
30.00%
25.00%
21.24%
20.00%
14.36%
13.53%
14.90%
In 2010 went to C1s
15.00%
10.00%
5.42%
5.00%
0.00%
A
B
C1
C2
D
E
Source: Ebiquity 2010
Direct Mail by Gender 2010
gender
F
Sectors
Mailings
M
Finance
220,008,738
% of
gender
44.40%
275,468,089
% of
gender
55.60%
Retail
282,520,998
60.71%
182,858,534
39.29%
465,385,742 100.00%
Education & Charities
131,599,533
57.53%
97,133,392
42.47%
228,733,149 100.00%
Technology
55,878,405
42.45%
75,766,379
57.55%
131,645,640 100.00%
Entertainment & Media & Leisure
55,430,152
51.51%
52,177,175
48.49%
107,607,948 100.00%
Travel
44,249,302
47.03%
49,829,918
52.96%
94,088,945 100.00%
Government & Utilities
35,050,285
47.19%
39,223,432
52.81%
74,274,239 100.00%
Pharmaceutical
24,648,479
54.23%
20,806,436
45.77%
45,454,915 100.00%
Automotive
8,752,187
41.96%
12,100,992
58.02%
20,857,795 100.00%
FMCG
8,060,251
63.19%
4,694,751
36.81%
12,755,002 100.00%
Electrical & Household
5,601,649
44.47%
6,994,392
55.53%
12,596,041 100.00%
Other
2,775,243
38.48%
4,436,656
61.52%
7,211,899 100.00%
Toiletries/Cosmetics
3,865,929
65.30%
2,054,687
34.70%
5,920,617 100.00%
878,441,152
51.61%
823,544,833
48.39%
1,702,015,816 100.00%
TOTAL (All)
Mailings
TOTAL
Mailings
% of
gender
495,483,883 100.00%
70.00%
60.71%
60.00%
55.60%
60.71%
44.40%
50.00%
39.29%
40.00%
Retail
Finance
30.00%
20.00%
10.00%
Overall 51.61%
of mail is sent to
women.
of retail mail
goes to women
and 55.6% of
finance mail
goes to men
0.00%
Female
Male
Source: Ebiquity
Direct Mail by Region
DM by region 2010)
25.00%
21.36%
20.00%
14.32%
13.48%
15.00%
10.85%
9.01%
10.00%
6.50%
9.92%
8.25%
4.93%
5.00%
1.38%
Regions
EAST ANGLIA LANCS
LONDON
ot
Su
pp
l ie
d
E
W
A
N
D
at
a
LE
S
YO
W
ES
R
T
&
KS
H
IR
SW
N
ER
TH
U
SO
TL
AN
SC
O
E
N
O
RT
H
LA
M
ID
D
AS
T
S
N
D
O
N
D
N
LO
EA
ST
AN
LA
N
G
C
S
LI
A
0.00%
MIDLANDS
NORTH EAST SCOTLAND SOUTHERN WALES
YORKSHIRE Data Not
WEST & SW
Supplied
Finance
7.15%
15.46%
17.43%
14.54%
5.56%
9.09%
7.98%
11.65%
9.98%
1.15%
Retail
6.74%
11.27%
23.15%
14.90%
4.37%
9.22%
8.14%
10.76%
9.75%
1.69%
Education & Charities
6.16%
13.03%
25.77%
14.88%
4.27%
8.26%
8.66%
8.25%
9.11%
1.61%
Technology
6.17%
12.62%
22.14%
15.26%
4.39%
9.09%
8.08%
10.65%
10.22%
1.38%
Entertainment & Media & Leisure
5.45%
14.74%
21.61%
12.54%
5.87%
9.26%
7.37%
11.68%
10.24%
1.24%
Travel
4.26%
16.25%
22.04%
12.02%
4.96%
9.56%
8.45%
10.89%
10.78%
0.79%
Government & Utilities
6.36%
13.91%
19.22%
11.97%
5.17%
8.63%
9.04%
13.71%
10.75%
1.24%
Pharmaceutical
7.37%
12.19%
19.01%
14.63%
5.81%
10.36%
10.63%
8.96%
9.98%
1.07%
Automotive
5.43%
11.98%
20.32%
13.61%
5.98%
9.38%
6.51%
13.96%
11.60%
1.24%
FMCG
6.52%
12.20%
24.02%
14.74%
4.78%
5.94%
8.64%
10.35%
11.67%
1.13%
Electrical & Household
8.17%
14.36%
22.50%
11.73%
5.13%
7.17%
9.46%
12.09%
8.70%
0.68%
Other
3.99%
6.52%
37.11%
8.54%
3.11%
6.54%
15.08%
7.66%
6.97%
4.49%
Toiletries/Cosmetics
6.98%
9.24%
28.60%
17.01%
4.54%
5.80%
7.20%
10.96%
8.85%
0.84%
6.50%
13.48%
21.36%
14.32%
4.93%
9.01%
8.25%
10.85%
9.92%
1.38%
TOTAL (All)
Source: Ebiquity
Direct Mail by Age Group 2010
Age Ranges
16 to 24
Finance
1.59%
7.10%
17.68%
25.80%
21.82%
NOT
SUPPLIED
25.57%
0.45%
Retail
1.43%
7.47%
16.05%
23.46%
16.86%
34.60%
0.12%
Education & Charities
0.62%
4.24%
12.55%
15.58%
16.49%
50.44%
0.07%
Technology
1.98%
8.85%
16.95%
20.61%
18.19%
33.22%
0.20%
Entertainment & Media & Leisure
1.60%
8.65%
18.25%
21.23%
19.27%
30.94%
0.07%
Travel
2.27%
9.75%
18.99%
21.28%
19.09%
28.51%
0.11%
Government & Utilities
2.92%
8.09%
17.37%
28.44%
16.95%
25.94%
0.29%
Pharmaceutical
2.55%
8.47%
15.15%
19.68%
20.09%
33.91%
0.14%
Automotive
1.75%
12.85%
20.44%
27.22%
18.86%
18.86%
0.03%
FMCG
2.28%
3.89%
20.60%
26.75%
16.68%
29.79%
0.00%
Electrical & Household
1.42%
5.59%
12.26%
20.57%
19.90%
40.26%
0.01%
Other
3.91%
15.07%
10.38%
28.64%
19.14%
22.77%
0.09%
Toiletries/Cosmetics
1.66%
16.18%
19.50%
25.54%
18.20%
16.41%
2.51%
1.60%
7.40%
16.51
22.80%
18.78%
32.73%
0.22%
TOTAL (All)
25 to 34
35 to 44
45 to 54
55 to 64
65 or Over
30.00%
22.80%
25.00%
18.78%
16.51%
20.00%
32.79%
of direct mail
is sent to those
over 65
32.73%
35.00%
1.6%
Only
of direct mail is
sent to those
aged between
16-24.
15.00%
7.40%
10.00%
5.00%
0.00%
1.60%
16 to 24
0.22%
25 to 34
35 to 44
45 to 54
55 to 64
65 or Over
NOT
SUPPLIED
Source: Ebiquity 2010
Direct Mail by Client/Prospect
Customer Prospects
Client
Prospect
TOTAL
DATA NOT SUPPLIED
Finance
30.41%
68.73%
100.00%
0.87%
Retail
45.85%
51.87%
100.00%
2.28%
Education & Charities
11.63%
86.92%
100.00%
1.45%
Technology
17.32%
81.47%
100.00%
1.21%
Entertainment & Media & Leisure
23.12%
75.72%
100.00%
1.17%
Travel
17.88%
81.37%
100.00%
0.74%
Government & Utilities
19.82%
76.72%
100.00%
3.46%
Pharmaceutical
10.27%
88.99%
100.00%
0.74%
Automotive
10.76%
87.54%
100.00%
1.70%
FMCG
6.23%
92.14%
100.00%
1.64%
Electrical & Household
6.91%
90.58%
100.00%
2.51%
Other
4.86%
93.68%
100.00%
1.46%
Toiletries/Cosmetics
0.91%
97.44%
100.00%
1.65%
28.13%
70.35%
100.00%
1.51%
All Direct Mail
70.35%
80.00%
70.00%
60.00%
50.00%
40.00%
28.13%
30.00%
20.00%
10.00%
Ebiquity’s staff
estimate whether
the recipient is a
client or prospect.
The % going to
existing customers is
lower than indicated
by other sources so
does this suggest
that mail to existing
customers lacks a
personal tone?
0.00%
Client
Prospect
Source: Ebiquity 2010
Response rates by sector
Total
Not Specified
Social
Utilities
Telcos
Government
Health
Education Provider
Financial
Retail
Home shopping/Mail order
Travel/Tourism
Leisure/Entertainment
Manufacturer
Publishing
Charity
Other
Set aside for
Passed to
future
Took action
someone else reference
/take action later Total
1.51%
18.48%
6.34%
26.32%
1.2%
14.8%
5.8%
21.76%
3.6%
17.3%
5.1%
26.09%
1.3%
11.1%
3.2%
15.55%
1.3%
9.5%
1.2%
12.01%
2.4%
16.3%
5.6%
24.27%
1.3%
15.1%
7.4%
23.74%
3.6%
27.9%
8.3%
39.85%
0.8%
7.9%
1.8%
10.44%
1.6%
27.8%
19.0%
48.38%
1.4%
23.5%
3.2%
28.15%
2.0%
19.6%
1.8%
23.40%
2.4%
24.3%
6.5%
33.29%
2.2%
17.8%
9.5%
29.56%
2.3%
13.2%
7.3%
22.73%
1.7%
17.3%
9.5%
28.44%
1.3%
16.5%
6.2%
24.01%
• 18.34% of direct mail is set aside for future reference
•
9.5% of Charity mail is responded to
Source: Royal Mail Consumer Panel 2010
Response rates by Demographics
Age 16-34
Age 35-44
Age 45-54
Age 55-64
Age 65+
Passed to
Set aside for
Took action
someone else
future reference
/take action later
Total
1.2%
19.2%
8.3%
28.66%
2.1%
18.8%
6.6%
27.47%
1.6%
18.3%
6.9%
26.83%
1.3%
17.8%
6.5%
25.69%
1.5%
18.9%
5.1%
25.47%
All Individuals - Sex
Female
Male
Passed to
Set aside for
Took action
someone else
future reference
/take action later
Total
1.51%
18.48%
6.34%
26.32%
1.3%
19.9%
7.2%
28.40%
1.8%
16.0%
4.7%
22.51%
All Households - Social class
AB
C1
C2
DE
Passed to
Set aside for
Took action
someone else
future reference
/take action later
Total
1.51%
18.48%
6.34%
26.32%
1.8%
16.8%
6.2%
24.82%
1.6%
18.0%
6.4%
25.97%
1.5%
18.8%
6.2%
26.56%
1.1%
20.3%
6.5%
27.94%
Total households with children
Total households no children
Passed to
Set aside for
Took action
someone else
future reference
/take action later
Total
1.9%
18.2%
6.6%
26.66%
1.4%
18.5%
6.3%
26.26%
• Response rates among
those aged 18-34 was
8.3%
•
18% of mail to C1s
is set aside for future
reference
Source: Royal Mail Consumer Panel 2010
Time Usually spent Opening your Mail?
Time usually spent opening
your mail
25 to 34
35 to 44
45 to 54
55 to 64
65 or Over
In the morning
33.01%
28.40%
21.87%
33.94%
46.50%
In the evening
32.75%
39.19%
40.98%
21.49%
3.03%
At the weekend
As soon as received
Total
ABC1s are more
likely than other
groups to open
their mail in the
evening
1.02%
3.80%
2.62%
1.60%
0.15%
33.22%
28.61%
34.54%
42.98%
50.33%
100%
100%
100%
100%
100%
50% of those
over 65 open their
mail as soon as
they receive it
Time usually spent opening your Social class
AB
C1
C2
mail
29.34%
25.58%
In the morning
D
E
32.60%
36.80%
48.66%
In the evening
31.34%
32.92%
30.10%
26.48%
7.08%
At the weekend
2.61%
1.72%
2.81%
0.61%
0.54%
36.72%
39.78%
34.49%
36.12%
43.72%
100%
100%
100%
100%
100%
As soon as received
Total
Time usually spent opening your Female
mail
Male
In the morning
38.16%
27.34%
In the evening
19.90%
35.29%
At the weekend
1.84%
1.82%
40.10%
35.55%
100%
100%
As soon as received
Total
38% of women open their post
In the morning
Source: Ebiquity Rapport
Direct Mail Open Rates
Summary of Actions Taken 25 to 34 35 to 44 45 to 54 55 to 64 65 or Over
10.09%
9.06%
6.66%
8.37%
7.17%
Discarded unopened
Opened and Discarded
89.84%
89.61%
90.84%
89.53%
90.41%
0.08%
1.33%
2.50%
2.10%
2.42%
100%
100%
100%
100%
100%
Responded
Total
93% of direct mail
items sent to those aged
45-54 were opened or
responded to
92% of C1s opened or
responded to their mail
Summary of Actions Taken AB
Discarded unopened
Opened and Discarded
Responded
Total
Male
Summary of Actions Taken Female
9.37%
6.83%
Discarded unopened
Opened and Discarded
Responded
Total
88.44%
91.70%
2.19%
1.47%
100%
100%
C1
C2
D
E
9.55%
7.79%
7.41%
8.42%
6.90%
89.36%
91.06%
89.38%
89.43%
91.11%
1.09%
1.14%
3.21%
2.15%
1.99%
100%
100%
100%
100%
100%
93.% of mail sent to
men was opened or responded to
Source: Ebiquity Rapport 2010
Direct Mail Open Rates by Market
Products active in DM
Mail Order
Discarded unopened
Opened and Discarded
Responded
11.91%
86.74%
1.34%
8.01%
91.34%
0.65%
Charities
10.60%
87.83%
1.57%
Telecommunications Bundles
10.39%
88.99%
0.61%
Organisations
2.67%
97.08%
0.25%
Stores
4.48%
94.18%
1.34%
Life Insurance
7.60%
91.53%
0.86%
Services
0.58%
96.53%
2.89%
Telecommunications Services
8.07%
91.00%
0.92%
Publishing
7.63%
91.59%
0.77%
Cards
6.94%
91.84%
1.22%
Destinations
6.93%
91.84%
1.23%
10.84%
88.93%
0.23%
7.06%
92.71%
0.23%
11.55%
87.93%
0.51%
Retail Services
5.22%
88.29%
6.48%
Medical Services
5.98%
92.59%
1.42%
Investments
5.19%
93.88%
0.93%
Loans
3.94%
95.36%
0.70%
Gambling
5.06%
94.69%
0.25%
Personal Banking
2.32%
94.08%
3.60%
Department
1.42%
98.07%
0.52%
Price Comparison Sites
2.51%
97.49%
0.00%
Eye Care
7.36%
91.96%
0.68%
Health Insurance
5.66%
93.92%
0.42%
General Insurance
Tour Operators
Accommodation
Water
95% of mail from
stores, 95% of
mail from gambling
companies and
99% from
department stores
is opened or
responded to
Source: Ebiquity Rapport 2010
The Charity Sector in 2010
Media market share 2010
Charity direct mail volume y on y (m)
11% 0.32%
Cinema
2.10%
Direct Mail
10.86%
69.58% of
Door Drops
Int ernet
1.04%
Charity advertising
is spent
on Direct Mail
Out door
2.49%
Press
69.58%
2.56%
Radio
TV
225
220
215
210
205
200
195
190
185
180
175
170
219
188
Jan-Dec 10
Jan-Dec 09
Charities mail volume by month (m items)
October and
November
Are the biggest
mailing months
35
30
28
29
25
145 companies
21
20
20
18
15
15
15
16
16
16
14
13
10
Jan 2010 Feb 2010 Mar 2010 Apr 2010 May 2010 Jun 2010
mailed more than
200k direct mail
pieces in 2010
Direct Mail
volumes grew
by
31m y on y
Jul 2010 Aug 2010 Sep 2010 Oct 2010 Nov 2010 Dec 2010
Source: Media Markets Nielsen, other data Ebiquity Plc
Marketing to the Travel Sector
Tdirect mail vol;umes 2009 and 2010
Travel spend by media in 2010 %
100,000,000
95,000,000
1.27
15.36
20.92
Cinema
Direct Mail
0.64
Door Drops
7.90
Internet
5.31
Outdoor
6.68
Press
Radio
15.36% of
90,000,000
Travel advertising
is spent
on Direct Mail
80,000,000
85,000,000
75,000,000
65,000,000
60,000,000
41.88
Jan 2010
69m
70,000,000
TV
Date by Months
94m
2009
2010
Feb 2010
Mar 2010
Apr 2010
May 2010
Jun 2010
Jul 2010
Aug 2010
Sep 2010
Oct 2010
Nov 2010
Dec 2010
Tour Operators
4,534,423
3,211,340
3,183,220
2,736,739
3,844,296
2,416,631
2,788,203
1,642,643
2,162,705
2,224,315
2,072,130
1,364,688
Water
2,621,750
2,629,071
1,930,417
1,956,633
2,444,455
2,816,500
1,836,120
1,798,407
3,091,941
2,357,624
1,336,090
1,773,117
Accommodation
3,052,763
2,089,231
2,322,855
1,550,203
2,241,148
2,469,832
2,939,856
1,719,131
2,232,412
1,945,374
742,744
795,740
Tourist Boards
920,300
447,046
496,586
269,341
144,280
956,486
72,750
123,400
1,371,112
109,370
790,599
273,332
Land
466,460
104,168
145,171
179,337
169,595
91,334
85,273
360,436
625,036
360,163
168,868
194,570
January and
September
Are the biggest
mailing months
Travel direct mail by month (m)
14.0
75 companies
12.0
12.0
10.0
8.6
9.1
8.2
8.0
9.0
9.6
8.0
6.7
7.2
5.8
6.0
5.3
4.5
4.0
2.0
0.0
Jan
2010
Feb
2010
Mar
2010
Apr
2010
May
2010
Jun
2010
Jul
2010
Aug
2010
Sep
2010
Oct
2010
Nov
2010
Dec
2010
Direct
mail
volumes
grew
by 25m
y on y
mailed more
than 200k direct
mail pieces in
2010
Source: Media Markets Nielsen, other data Ebiquity Plc
The Finance Sector in 2010
Finance sector advertising share by
media %
Cinema
0.40%
Direct Mail
28%
31%
Door Drops
Int ernet
28% of
Finance
advertising
is spent on
Direct Mail
Out door
4.20%
25%
Finance direct mail by month (m)
50,000,000
37
25,000,000
TV
20,000,000
26
Jan
2010
2009
2010
Feb
2010
Mar
2010
Y on Y
240,658,717
243,335,492
2,676,776
Life Insurance
49,746,045
68,358,083
18,612,038
Cards
29,115,235
47,932,411
18,817,177
Services
42,765,198
34,008,093
-8,757,105
Investments
24,706,818
18,789,464
-5,917,355
Loans
15,496,125
17,992,021
2,495,896
Health Insurance
13,997,359
15,236,284
1,238,925
Personal Banking
12,781,812
15,720,069
2,938,256
Price Comparison Sites
15,165,890
12,896,802
-2,269,088
6,576,882
9,868,705
3,291,823
Corporate Notices
118 companies
mailed more than 200k
DM items in 2010
36
30,000,000
Radio
Direct Mail
volumes
By finance
market
42
35,000,000
5.60%
General Insurance
43
41
39
38
40,000,000
Press
Date by Years
41
41
1.30%
4.40%
46
44
45,000,000
Apr
2010
May
2010
Jun
2010
Jul
2010
Aug
2010
Sep
2010
Oct
2010
Nov
2010
Dec
2010
Direct
mail
peaks
from May
to July
Finance direct mail
increased by 32m in 2010
Source: Media Markets Nielsen, other data Ebiquity Plc
The Mail Order Sector in 2010
Mail order advertising spend in 2010 by
media %
73.58% of
Mail Order
advertising
is spent On
Direct Mail
6.78
19.29
Direct M ail
Press
Mail Order DM volumes 2009-2010
342m
350,000,000
330,000,000
TV
310,000,000
73.58
290,000,000
278m
270,000,000
250,000,000
2009
September to
October are the
biggest mailing
months
Mail Order direct mail by month (m)
45
39
40
35
30
2010
29
30
31
29
27
28
242 companies
31
28
27
25
22
19
20
15
Jan
2010
Feb
2010
Mar
2010
Apr
2010
May
2010
Jun
2010
Jul
2010
Aug
2010
Sep
2010
Oct
2010
Nov
2010
Dec
2010
mailed more than
200k direct mail
Pieces in 2010
Direct Mail
volumes grew
by
64m y on y
Source: Media Markets Nielsen, other data Ebiquity Plc
The Retail Sector in 2010
Retail direct m ail by m edia 2010 %
Markets
0.22%
12.74%
3.56%
Cinema
0.75%
33.32%
Direct M ail
4.38%
12.74%
Door Drops
Internet
Outdoor
of Retail
advertising
is spent on
Direct Mail
Press
Radio
6.73%
TV
38.25%
14
13
13
12
12
11
37,409,399
19,055,432
Retail Services
23,019,322
15,309,471
7,709,851
Department
14,727,137
11,485,668
3,241,469
Supermarket
12,836,646
7,008,379
5,828,267
5,557,471
3,000,871
2,556,600
Retail Corporate
Price Comparison Sites
TOTAL (All)
28,275
0
28,275
112,633,682
74,213,788
38,419,894
Direct Mail
volumes grew
10
10
9
9
8
8
7
9
8
7
7
7
6
5
Jan
2010
Feb
2010
Mar
2010
Apr
2010
May
2010
Jun
2010
Jul
2010
Aug
2010
Sep
2010
Oct
2010
Nov
2010
Dec
2010
Differencve
56,464,831
12
11
2009
Stores
March and June
are the biggest
mailing months
Retail direct mail in 2010 by month (m)
2010
65 companies
by
38m y on y
mailed more than
200k direct mail
Pieces in 2010
Source: Media Markets Nielsen, other data Ebiquity Plc
Appendix
Details of research surveys and terms used
BMRB
Royal Mail uses BMRB to pose additional questions to BMRB TGI respondents. A nationally representative sample of 2,000 respondents
aged 16+ are drawn from the latest rolling TGI and re-contacted using CATI (Computer Assisted Telephone Interviewing). Their
responses are then merged with their TGI data. www.bmrb.co.uk
Ebiquity
A single source survey providing fast and accurate estimates of media expenditure in the UK across press, TV, radio, internet
(including paid search), outdoor, cinema, direct mail and door drops. Ebiquity also provide a continuous monitor
of consumers’ attitudes to direct mail. www.ebiquity.com
fast.MAP
fast.MAP is an online, real-time research company with its roots in direct marketing. It produces fast, accurate, cost-effective insights
for marketing clients and agencies. Its constantly refreshed and tested panel of 30,000 profiled UK adults accurately reflects national
opinion. Geo-demographic profiling tools then deliver lifestyle information on specific groups of respondents. www.fastmap.com
Mintel International Group
Mintel is an independent award-winning provider of world-leading market intelligence, delivering robust information, analysis and critical
recommendations. Mintel's trusted portfolio of proprietary industry solutions and products has been supporting high profile clients in key
sectors such as FMCG, financial services, media, retail, leisure and education for over 38 years. With office locations in London, Chicago,
New York, Shanghai, Tokyo and Sydney their global presence continues to grow. www.mintel.com
Nielsen
The Nielsen Company is the global leader in multinational media research and analysis. It is active in 40 markets, offering TV and radio
audience measurement, advertising information services, print readership and customised research services. www.uk.nielsen.com
Royal Mail Consumer Panel
TNS has run a Consumer Panel for Royal Mail since 1985, measuring all consumer activity in relation to Royal Mail including full details of
all mail received and sent. Information collected from panel members’ diaries is used to estimate consumer mail volumes for the UK. The
panel is based on a representative sample of 1,000 households in the UK (from a live panel of 1,350 households). www.tnsglobal.com
TGI
TGI is a continuous, single-source survey of consumer demographics, usage habits, lifestyles, media exposure and attitudes. Established
in 1969, the survey provides accurate and independent marketing information on GB adults aged 15+. Annual sample size
24,000. Published by BMRB. www.bmrb-tgi.co.uk
Quintile
Media quintiles are created by separating media consumers into equal fifths from the heaviest to the lightest 20% in terms of their
consumption of each medium.
To find out more about the information in this presentation:
Call us on:
Email us at:
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Mail Media Centre, the MMC logo and the Royal Mail cruciform are all trademarks of the Royal Mail Group Ltd.
Not everyone uses the Internet © Royal Mail Group Ltd 2011. All rights reserved.
Royal Mail Group is registered in England and Wales. Registered number 4138203.
Registered office: 100 Victoria Embankment, London EC4Y 0HQ.
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