Despite strong growth in the use of mail as an advertising tool, one sector, FMCG, still seems cautious about investing in mail.

We wanted to find out whether FMCG companies were right to be concerned. So we commissioned dunnhumby, the database marketing and analysis company, to conduct an independent study into the effects of advertising mail on consumer behaviour, looking specifically at sales of FMCG brands.

The study has resulted in a valuable and interesting report on the benefits of using mail.

Key insight
Mail produced an average long term sales uplift of 12% (the best campaign achieved an uplift of 42%).