The research, called The Changing Face of Direct Mail, breaks down consumers into different groups such as "style seekers" -- mainly spendthrift 16- to 34-year-old female readers of magazines such as Heat and Glamour -- while "endangered shoppers" are over 50 and have lower incomes.
The report explains which companies should be using DM to target each group. It also identifies opportunities for the many UK businesses currently failing to integrate mail within their marketing strategies, such as luxury goods, alcoholic drinks, fashion brands, toys and gifts.
James Northway, data planning director at Carat, said: "It is all too easy for marketers to become too focused on constantly refining the details of individual direct mail campaigns. By using consumer insight to get the bigger picture, we can explore new avenues and audiences and new ways of using different channels."
The report was based on a segmentation of UK adults who said they had opened at least one item of direct mail within the previous seven days.
For the sample, Carat Insight, the agency's research division, surveyed a panel of 10,000 British adults aged 15-plus with an in-depth questionnaire.
The survey is part of the latest phase of Carat's bespoke Consumer Connections Study. The study investigates attitudes, lifestyle, demographics, media usage and potential exposure to advertising.
Further information on the report can be obtained from Jenny Biggam, Carat's head of data planning and direct marketing.
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