90% of consumers are receptive to direct marketing mailings

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The number of people who respond to corporate mailings has doubled in the last four years, according to the Direct Marketing Monitor International (DMMI), which is carried out annually by Unipost.

Advertising for cosmetics, decoration and fashion is what interests women the most, while men show affinity for mailings related to electronics, automobiles and sports.

Direct marketing is gaining ground in Spain as a means of communicating with potential customers. 90% of consumers feel an affinity for direct mail, according to the latest Direct Marketing Monitor International (DMMI), a study on market trends carried out in 2008 in 30 countries around the world, including Spain. Despite this, the gap with the rest of Europe in terms of the use of this communication channel is still considerable: in our country there are about 120 mailings per person per year, while the European average is 250.

The Direct Marketing Monitor International (DMMI) is a survey carried out every year in Spain by Unipost, the main private operator in the Spanish postal sector. The study is carried out simultaneously in another 29 countries by DHL Global Mail, the group to which Unipost belongs. Due to its characteristics, it is the most extensive study on trends in direct marketing, as it is based on 18,500 surveys carried out in the most important countries on the five continents.

The DMMI for 2008 shows a significant advance in the influence of direct all country mobile number list marketing in Spain. This advance is reflected in the number of people who respond to corporate mailings, which has risen from 16% in 2004 to 32% in the last year. Despite this, the proactivity of Spanish consumers when it comes to responding to mailings is still lower than the European average, which is 45%. The research shows that in our country, receptivity to mailings is greater among women with a high economic level and a higher level of education than average.

Product samples

The study carried out by Unipost provides the keys to making corporate mailings effective and capturing the attention of consumers. For example, consumers increasingly value aspects such as the inclusion of product samples in the mailing or the announcement of prize draws. In fact, 30% of recipients surveyed in 2008 in Spain consider it important that the mailing contains a prize draw, compared to 11% who valued this aspect in 2004. In addition, according to the research, 56% of consumers consider that the design of the mailing is essential to capture the recipient's attention.

The DMMI also analyses the phenomenon of mail order, the level of development of which in our country is still behind European levels. In fact, 28% of Spaniards who receive information about a product through mailing buy that item by mail, compared to 52% of Europeans. Seven out of 10 Spaniards buy a product by mail order, compared to 52% of Europeans.