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RESEARCH: Using direct mail to reach busy mums

Provided by Royal Mail MarketReach
Busy mums use mail to take control of their day-to-day affairs and connect with the outside world.

What was the Challenge / Background of the Campaign?

According to Quadrangle, a strategy consultancy specialising in customers and brands, mail connects with and is valued by busy mums: as not only do they find mail helpful but they also use it to create small moments for themselves in their otherwise hectic lives. Therefore, tailor your mailing in terms of content and tone, to fit with a 'me time' state of mind. Build upon this emotional engagement through providing a positive brand experience; vouchers for example, ultimately ensuring that your message is communicated effectively and in a way that is relevant and engaging. Find out more...

What was the Campaign Objective?

To ensure that busy mums emotionally engage with, and attribute value to the mail that they receive.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsBusy Mums
25 - 34
35 - 44
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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