The Netherlands on the Up

In particular, 70 percent of younger consumers (under the age of 30) and also 70 percent of higher earners respond to their mailings at least once a year. People who are willing to respond prefer to respond by reply card and by e-mail, in particular, with an approval rating of approximately 33 %, respectively.

The design and the targeting approach are crucial to success

Dutch consumers attach particular importance to two things in relation to mailings: the design and the targeting approach used. Both are extremely important to 41 percent of all respondents and to 43 percent of people who are willing to respond. The under-30s are particularly discriminating. 60 percent of this age group state that they attach great importance both to the design and to the targeting approach and content. Mailings with a high-quality design (30 %) have also a higher than average rate of popularity with 30 percent of Dutch consumers. In comparable European countries, the figure is just 23 percent. Almost a third of the respondents also have a particularly high level of trust in well-known companies. That applies particularly to women who have an affinity to mailings.

The interests of the Dutch

The Dutch enjoy traveling. That explains why almost one in three respondents likes the tourism industry. Fashion also ranks very highly with consumers. 70 percent of female consumers display a particular interest in this area. Interest in culinary themes is also above the European average. 40 percent of respondents are likely to be tempted by them. 41 percent of Dutch consumers would like to be informed about health and wellness themes. The figures for DIY and garden products provide a surprise. One in three of those who are willing to respond feels that he or she is being targeted - and both sexes are equally interested.