Submitted by: Jess Taylor 28/06/2016
Royal Mail sponsored advertorials to highlight the effectiveness of direct mail on younger audiences
Younger age groups may be living at home with their parents for a variety of reasons; financially, socially, practically etc. However, they are still independent thinkers and assertive individuals. There is usually a gap in the market as companies do not tend to involve this age group through the means of Direct Mail (DM) as there is a wrongful presumption that this age range is solely engrossed in digital media. There is a possibility that the most opportune method would be incorporating digital and print, for example a link to an online presence included in the direct mail.
According to ‘The Life Stages of Mail research by Royal Mail’s MarketReach’ this questionnaire demonstrated that high quality DM was a very good indicator for whether it would be opened by the receiver (38% more likely to open the DM if printed on high quality materials). Lookers, an automotive dealership, used direct mail as a way to gain lifelong customers; knowing that young adults buying their first car could be a daunting and pressured decision. Young adults like many others welcome and trust mail and gain an emotional attachment to receiving an item of mail, arguably more so than the parents. Lookers mailshots therefore focus on customer service and gaining trust and rapport with their target audience.
Another main tactic in effectively reaching younger adults living at home is to produce DM that will also capture the eye of the parent who may be a crucial member in passing the letter on to their child or placing it in a visible spot for it to be found and opened. “The key is to get a strong, clear, and relevant creative that also appeals to parents who will forward a mailshot on to their child.”