16 to 24s are most responsive age group towards direct mail

[TrueBlueTerrier]

http://www.utalkmarketing.com/pages/Art ... irect_mail" onclick="window.open(this.href);return false;

Companies that fail to target 16 to 24 year-olds through the post could be missing out on valuable sales, according to new research from the Mail Media Centre (http://www.mmc.co.uk" onclick="window.open(this.href);return false;).

The majority of 16 to 24 year-olds receives less than one piece of branded direct mail through the post a week.

However, research shows that 90% open all their post and the age group is the most responsive with 71% having acted on the direct mail they have received.

MMC.co.uk, the Royal Mail’s new industry resource, reveals that 47% of this age group made a purchase as a result of receiving direct mail.

A further 13% had tried a new product or service as a result of direct mail while 30% redeemed a coupon.

When it came to visiting a store, 24% said they had done so as a result of direct mail and 14% paid more attention to an advertisement for the product or service as a result of receiving the mailing.

Traditionally, 16-24 year-olds are considered to be strongly influenced by digital media but the survey revealed that high mail media responders within this age group were 31% more open to trialling new brands than high internet users within this group.

Additionally, mail was found to be the most effective channel amongst 16-24 year olds to generate word of mouth activity. Outdoor followed by newspapers were the next most effective media at driving WOM. High DM responders in this group are also 19% more likely than average to be active and impulsive consumers.

Moreover, of all the age groups 16 to 24s were found to place the greatest value on receiving customer communications, stating that they welcome receiving mail and magazines from companies that they are a customer of.

Antony Miller, head of media development at Royal Mail, said: “The lure of the letterbox is something special for the 16 to 24 year old age group. One respondent within the video diary on http://www.mmc.co.uk" onclick="window.open(this.href);return false; said that ‘it’s like getting a present.

“The research clearly shows that advertisers are missing a trick with this valuable audience as they currently have low exposure to the channel but are also high respondents. There is a wealth of opportunity here for brands wanting to target this hard to reach and media savvy audience in a way that really appeals and engages.”

An exclusive video diary giving valuable insight into how this audience treats the mail that lands through their letterbox is available on http://www.mmc.co.uk" onclick="window.open(this.href);return false;.

Meanwhile, ongoing strikes at the Royal Mail could lead to customers moving their campaign spend away from direct mail, an industry expert has warned.

The latest spate of strike action has resulted in walkouts in locations including London, Birmingham, Bristol and Stoke-on-Trent, while a national strike ballot will be conducted in September.

Gillian Lyall, communications solutions director at NB Group, said: "For some companies, if they don’t get their mailing out then this can have a severe impact on a client's cashflow if, for instance, they're waiting for orders."

Lyall, who also chairs the DMA's mailing house council, warned: "As a consequence, this could have an effect on the channel clients choose for future campaigns, which could mean moving away from direct mail."

[Lounge Lizard]

I could have told them that.
It' should be obvious that the wet behind the ears 16 to 24 year olds are just slow learning to recognise junk mail and throw it straight in the bin.