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28 . 06 . 16

Why advertisers should target young adults through the mailbox

Words by: Print Power
As advertisers rush to target digital natives ever more online, are they missing an analogue trick?
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Younger age groups may be living at home with their parents for a variety of reasons – financial, social or practical. However, they are still independent thinkers and assertive individuals.

Royal Mail has sponsored advertorials to highlight the effectiveness of direct mail on younger audiences.

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), wrongly presuming 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, high-quality DM was a very good indicator of whether it would be opened by the receiver (38% more likely to open the DM if printed on high-quality materials).

Lookers, a UK car 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 crucial 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.

Royal Mail's top tips for sending DM to young adults

  • Making it clear the item is not for their parents
  • Personalising mail and using age-appropriate style and tone of voice
  • Having a clear call to action and help to guide them through the next steps
  • Encouraging them to share the mail with friends
  • Making it easy to respond using digital channels and different devices

Royal Mail's key stats for sending DM to young adults

  • 38% are more likely to look at mail on high quality material
  • Young adults are 32% more likely to trust information they see in print compared to on the internet
  • 17% plan to move out of their parents' home in the next year
  • Only 8.7% of young adults responded to direct mail online via a smartphone or tablet