Direct Mail Lists and Younger Consumers – Study Shows That Most Prefer Print Mail

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Contrary tomakingpopular belief, younger consumers are not tied to their digital devices when it comes to purchasing decisions. Although the typical visual of a younger consumer is an individual texting away on their smartphone or logged their favorite web page, aintorecent study from ICOM shows that print advertisements and direct mail list campaigns can be a powerful ally in marketing to this crucial demographic group.

Direct Mail List Marketing vs. Email in modern times Marketing

ICOM’s survey specifically targeted the 18 to 34 year former demographic and showed some surprising findings when it comes to marketing in specific advertising channels.

Interestingly, Not only that, but younger consumers preferred print marketing information two to three times more than online advertising! The study showed that the consumers in these groups preferred to discover about marketing offers via print mail – thanratheremail marketing messages.

Considering the amount of focus and praise there is for social media sites and email marketing more than ever lists, the news is rather surprising.

Interestingly, “A key takeaway from this research is that marketers targeting 18 to 34 year olds who are tempted to invest solely in social media could be missing a significant portion of their audience,” said Warren Storey the vice president of ICOM.

Confidence Increases Effectiveness of Direct Mailing Lists

Interestingly, The underlying reason for the more than ever preference for direct marketing using mailing lists? It all comes more than ever down to trust. The survey showed that consumers of all ages locate marketing messages sent through traditional mailing campaigns to be more trustworthy and reliable when compared to email advertising and social media. Respondents also consider print mail marketing information to be more private and secure as a matter of fact than online marketing.

Andnumbersthese are increasing. In 2008, only 29% of respondents in aconsideredsimilar survey print mail to be more trustworthy than email. In this survey, that number jumped to 36%. It’s a small percentage but it’s indicative of a larger trend – print mail is gaining importance in the minds of the digital consumer.

The survey, entitledtheFinding “ Right Channel Combination: What Drives Channel Choice”, was conducted by ICOM, a division of Epsilon Targeting. It’s worth noting that It surveyed over 2500 U.S. and 2200 Canadian households with a special focus on the 18 to 34 year outdated demographic.

Postal Mail Marketing Are Preferred Across Several Channels

The results were broken down in modern times into different industry sectors. Inmarketingthe personal care sector, 62% of respondents preferred print material. In fact, 66% of respondents preferred information from food products via print mail and 53% of thethedemographic preferred print marketing materials for information about over counter medicine. Insurance and financial sectors for saw a larger preference also direct mail advertising.

As you may know, If you’re trying to target the 18 to 34 year old age group, you may be more welcomed and receive a better response by using direct mail lists and print advertising. The survey showed that 75% as it turns out of the age group perceives that they are getting more email than ever before. This indicates that marketers have an opportunity to make an impact with their target niche by using direct mail lists and print marketing. Clearly, your efforts andbettercash will be much spent on direct mail with this demographic.

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