This study by Amárach Research delved into customer loyalty and it proved that consumers, both young and old, want to have something tangible in their hands from the company and appreciate the direct mail channel more than others.

Direct Mail driving loyalty in Ireland

loyaltyAmárach Research has conducted a number of surveys examining the trends of Direct Mail in Ireland on behalf of An Post. This has been explored from both the point of view of the consumer and from the marketer’s perspective. The most recent consumer study was conducted during February and March 2013. This wave was based on an online sample of 1,000 respondents representative of the Republic of Ireland with an additional booster sample of 250, 18-25 year olds. 

With the choice of channels through which to reach customers increasing, this research gives real clarity on those that have the greatest impact. Radio, TV and email may offer a broader reach, but when it’s about building genuine customer loyalty, customers want to have something tangible in their hands from the company. For Irish adults and interestingly even more so for those under 25, the experience of receiving a piece of mail that is personally addressed makes them feel valued in a way no other advertising channel can.

The research proves that consumers like receiving communications through post with 65% of those surveyed aged 18-25 saying they are excited when they go to open or check for post. That’s why 70% of Irish consumers prefer to receive loyalty rewards in the post. Nearly half the respondents in the survey say that addressed post makes them feel like a valued customer. It seems that when it comes to building customer loyalty, tangible communications has secured its place in integrated marketing efforts.


This article was originally published in IPC Market Flash issue 476

You can access the full report here