Reaching Women Shoppers Though Direct Marketing

When it comes to shopping, women control as much as 85% of the average U.S. household spending.¹  A report from marketing website sheconomy found that 91% of new homes, 92% of vacations, 65% of new cars, 93% of food and 80% of healthcare are purchased by the woman of the household.  American women spend about $5 trillion annually. This represents over half the U.S. Gross Domestic Product. For retailers, women shoppers are their largest target audience. Reaching them is the challenge. What methods works?

As digital advertising continues to grow, the effectiveness of direct mail continues to drive new business to those retailers capitalizing on it. Additionally, with online shopping increasing each year, it is important to note that studies show that 67% of online action is driven by offline messages. A study by the Direct Marketing Association shows that 78% of consumers react to direct mail immediately when they receive mail from a brand that they’re interested in. 44% visit the brand’s website and 34% search online for more information about the product.

  • 91% of mail is picked up by the same person each day; 80% of them are women.²
  • 80% of those picking up mail (men and women alike) are the primary grocery shoppers.²
  • 22% of women shop online at least once a day.¹
  • 92% pass along information about deals or finds to others.³

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² 2015 DMA Response Rate Report
³ Mindshare/Ogilvy & Mather

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