The Power of Direct Mail in Influencing Influencers
Direct mail has a significant impact on influencers, with up to 80% believing that it can change their opinion of a company or brand. While most people are receivers of influencer content, influencers themselves are influenced by mail more than the average. Mail helps in creating cut-through and helps influencers remember companies that send them mail. This unique influence of direct mail on influencers showcases its importance in the marketing mix.
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Presentation Transcript
Golden Insight 10 Mail influences the Influencers
Most of us are RECEIVERS - 92% of the UK population are not influencers Clothes and Accesories - Influencer type Word Of Mouth Segments - Receivers 92 % Word Of Mouth Segments - Influencers - the balance of 8% fall into a mix of influencer types dependant on their specific activities 7 % Word Of Mouth Segments - Champions 1 % Word Of Mouth Segments - Salespeople 3 % Word Of Mouth Segments - Mavens 4 % Word Of Mouth Segments - Connectors 5 % Source: Kantar Audience data: JICMAIL/ TGI 2020 FUSION DATA n= 24084 Total is greater then 100% as multiple responses possible
A high proportion of us are active on Instagram and follow magazines, fashion, beauty or celebrities online The influence of influencers % of UK population I like to follow on social media the magazines/newspapers that I read 24 % Instagram - Visit Regularly 20 % Fashion and Beauty on Internet - Regularly 8 % Celebrity Interviews and Stories on Internet - Regularly 6 % Source: Kantar Audience data: JICMAIL/ TGI 2020 FUSION DATA n= 24084 Total is greater then 100% as multiple responses possible
But mail influences the Influencers! Influencers believe mail can change their opinion of a company or brand, by up to 80% more than the average Relevant direct mail can change my opinion of a company or brand ~ Any Agree Source: Kantar Audience data: JICMAIL/ TGI 2020 FUSION DATA n= 24084 Total is greater then 100% as multiple responses possible - Connectors 1095, Mavens 902, Salespeople 739, Champions 192, Influencers 1676, Receivers 22216-
Mail influences the Influencers! Cut-through! - Influencers remember companies who send them mail Source: Kantar Audience data: JICMAIL/ TGI 2020 FUSION DATA n= 24084 Total is greater then 100% as multiple responses possible - Connectors 1095, Mavens 902, Salespeople 739, Champions 192, Influencers 1676, Receivers 22216-
and Influencers interact much more with mail compared to the average! Avg. Frequency 5.70 5.43 5.04 4.54 4.47 4.33 Avg. UK population 4.35 Connectors Mavens Salespeople Champions Influencers Receivers Source: Kantar Audience data: JICMAIL/ TGI 2020 FUSION DATA n= 24084 Total is greater then 100% as multiple responses possible - Connectors 1095, Mavens 902, Salespeople 739, Champions 192, Influencers 1676, Receivers 22216-
