Consumers recognise trigger mailings, study says

GI Direct has released research on direct response marketing that suggests that the right trigger can open marketing opportunities.

The study found that 58 per cent of UK consumers have noted that they have received marketing offers in response to a specific trigger or timely event.

The research into consumer perceptions of trigger-based marketing also found that the older the recipient, the more likely they are to take note of trigger-based offers.

The over-55s are most likely to notice trigger mail in their post (72 per cent) than any other age group, while 18-24-year-olds are the least likely (39 per cent).

Other variations in the findings were found between genders and regions.

Men believe they receive more trigger mail (55 per cent) than women (51 per cent), according to the study.

Consumers in Yorkshire note a particularly low level of trigger mail (47 per cent) while Wales and London are especially high (64 per cent and 65 per cent respectively).

GI Direct said data practices have become very refined and digital print allows for variable data to appear on every piece of marketing.

Many businesses hold significant amounts of data on their customers, often gathered as a result of transactions or loyalty card membership.

The more data they hold, the greater the opportunity to communicate with customers based on triggers such as: a birthday (for example, contracting the customer with a birthday message and a special offer); moving house (for example, an insurer or DIY store sends an offer); a particular product purchase (for example, an offer on garden furniture after purchase of a BBQ); or an anniversary (for example, special offers to mark a year as a regular customer).

Customer behaviour is analysed to identify triggers, or changes that may suggest the need for a new product or service.

An offer is then sent to encourage uptake of his new product or service at a time when the recipient is more likely to do so.

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