Digitally savvy young still welcome DM
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Young people are more receptive to direct marketing than their parents, according to a study.
An analysis by Experian finds that direct mail is most welcomed by those aged over 65.
However, the second most likely group to engage with mail are 15-24 year-olds, more than those aged 45-65.
The information services company based its findings on its Mosaic TrueTouch insight tool. The system classifies the UK adult population into 15 main socio-economic groups, 67 types and 141 personal categories.
Nigel Wilson, managing director of marketing information services at Experian, says: “At first glance it might be surprising that in the age of digital interaction, young people are so receptive to a traditional channel like direct mail but, in reality, advances in marketing technologies have increased receptiveness towards this channel.
“For example, some brands now incorporate 2D discount barcodes into material that can be scanned by compatible mobile phones. The generation aged between 46 and 64 are less likely to benefit from these advances and, as a result of being over-targeted with direct mail in the past, are more indifferent to the channel.”
Readers' comments (3)
Rob Grant | Tue, 31 Aug 2010 4:58 pm
This is not surprising and something that is backed up by research from Royal Mail. My Theory is that one of the things this group gain from Mail is a confirmation of adult status - receiveing mail at home is grown up and confirms your identity. They also get less mail so when they do get mail it has more impact and has greater cut through. Compare that with the plethora of emails received by this digital consumer and you can see why it has a fantastic level of stand out. That said it is important that when sending mail you must reflect the audience needs and desires and this is where DM wins or fails for this audience - they use it differently.- Some great stuff is viewable in terms of research and case studies on Royal Mail's Media Centre at www.mmc.co.uk
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Humphreys Nationwide Surveying | Thu, 23 Sep 2010 12:10 pm
We DM carefully targeted groups with specific products, ie Land Registry Compliant Plans, it works because its correctly targeted, touchy feely, saveable,
REAL, and can direct them to our Website.
It's still easier for most people to read the printed word on paper than a screen.
Robert Humphreys
Nationwide Surveying
robert@nationsurvey.com
A National Service for Compliant Plans, Asbestos Surveys, Energy Performance Certificates, Air Conditioning Surveys, Planning Applications.
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Saman Mansourpour | Thu, 23 Sep 2010 1:43 pm
We have found that recently direct mail is driving some very strong results from the youth audience.
Of course, this is down to the relevance of the product and timing, but we believe it is in the most part down to the digital space being so cluttered, and direct mail is again able to deliver the cut-through that's needed.
However, we've found the strongest uptake has been when coordinating digital with offline dm.
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