Open rates for addressed mail in the UK 2017/18, by sector

Published by Statista Research Department, Jan 5, 2023
This statistic shows the results of a 2017/18 survey on the open rates for direct mail advertisements in the United Kingdom, broken down by sector. In the period of consideration, direct mail advertising for the financial services sector had the highest share of opening rates, at 73 percent for initial actions. By comparison, 20 percent of follow-up mailings were opened.

Open rates for addressed direct mail advertisements in the United Kingdom (UK) in 2017/18, by sector

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Sources

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Release date

June 2018

Region

United Kingdom

Survey time period

Q2 2017 to Q1 2018**

Number of respondents

20,684*

Supplementary notes

* Source refers to base as "addressed mail items".
** Figures were obtained by Jicmail between Q2 2017 and Q1 2018; and in 2018 by Kantar TNS.

The source adds the following information on methodology: "The sectors for mail were developed with the consumers filling in the diary in mind. Four waves of testing helped to define sectors that panelists would understand and not based on out-dated standard industry classifications. These classifications have been shortened for the purposes of charts within this presentation. We do not capture any items categorised as being from Family member or friend, Employer, Other or Didn't Open or Read."

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