In France, Mail Goes Where the Money and Businesses Are
In this paper we take a different approach form the usual marketing and commercial analyses of mail traffic, which highlight the differences between categories of those who, send mail. Customers are identified in greater or lesser detail depending on the business and type of mail they generate. Initially households are separated from businesses. Then, the large business mailers are identified, for example, consumer direct, financial services, and telecommunication services. Instead, we report on a survey conducted by La Poste with SOFRES, which takes a different approach. It examines the possibility of differentiating between recipients of mail according to the geographic location to which the mail is sent. It concentrates on: who receives what mail and aims to explain the level and type of mail traffic received by socio-economic variables characterizing the recipient.2
KeywordsIncome Marketing Agglomeration
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