Direct Mail Remains Popular with Younger Consumers

The results are in—print is back in style. What else would a printer say, right? Well it is not just printers spouting this. The facts are in and YES, research confirms this position. However, not all age groups feel the same. The highest percentage of direct mail recipients who agree that most direct mail received is relevant to them is the 18-34 age group.

Keypoint Intelligence’s most recent “Annual State of Marketing Communications” survey found that nearly a quarter of consumers under 35 believe that providers who sent printed marketing pieces (read this as direct mail) were more serious about winning and keeping their business, compared to under 14% of those aged 35+.

Check out the different generations’ attitudes towards direct mail below:

AGES 18-34

54% Most of the direct mail I receive is relevant to me

50% I look at most of the direct mail pieces I receive

51% I spend much more time reviewing direct mail that is personalized/relevant than generic mail

AGES 35-54

36% Most of the direct mail I receive is relevant to me

57% I look at most of the direct mail pieces I receive

51% I spend much more time reviewing direct mail that is personalized/relevant than generic mail

AGES 55+

21% Most of the direct mail I receive is relevant to me

62% I look at most of the direct mail pieces I receive

56% I spend much more time reviewing direct mail that is personalized/relevant than generic mail

Direct mail is alive and well, particularly with those under 35 years of age. Take advantage of this research and don’t regard direct mail as “old school” when setting marketing budgets. You will be missing the boat. Consider omnichannel marketing platforms that boost the results of your direct mail campaigns by combining traditional print with “new school” platforms that deliver results.

Know your customers’ preferences and comply with them.

Think Patented offers targeted direct mail programs that can be combined with their omnichannel marketing platform called Mail360. The results will amaze you! Contact your account executive or call 937-353-2299.