Royal Mail reports on postal samples' success

In 2006, 69% of consumers in the UK used a free sample that they received through the mail, and a further 37.6% redeemed a money-off voucher or coupon, according to a report published by the Royal Mail. This equates to more than 31.1 million free samples or money-off vouchers mailed by stores and brands that were used by consumers. A further 15% of consumers who received vouchers or samples requested more information, while an additional 36% at least read or examined the vouchers or samples before disposing of them. According to Bill Jenkinson, market development manager for Royal Mail, “This shows that free samples are appreciated by consumers and are very effective at driving product trial. Consumers also respond positively to money-off vouchers, whether by redeeming them or requesting more information.” The report, conducted by TNS for Royal Mail, interviewed a sample of 2,500 consumers that were representative of the country’s population.