The 7 Life Stages of Mail: Empty Nesters

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Reaping the rewards, spending the inheritance. These people value longer copy and may read it more than once if it is relevant. They spend about 18 minutes on average reading mail.

 

Empty Nesters are more likely to respond if the mail demonstrates it understands the value of life experience.

 

Empty Nesters take pride in their life expierence, but value individuality and choice
  • – Empty Nesters do not see themselves as old. They may continue to take responsibility for elderly relatives or children who have flown the nest.
  • – They can act as conduits for others – children or parents – passing on relevant mail.
  • – They may retain Baby Boom generation characteristics – individuality, choice and empowerment. Mail should recognise this.
Empty Nesters are ‘Living the Dream’, or consolidating – or both
  • – They are free to focus on themselves and enjoy life and are generally less stressed / more optimistic than average.
  • – But many look to the future, with concerns about ageing, health and living on only a pension. Financial management is important.
  • – Consider your message in terms of either the inspiration or reassurance it offers.
Mail is dealt with efficiently: They read, use keep or discard immediately
  • – Empty Nesters are heavy mail recipients who are comfortable with print. Longer copy is read – often more than once – if it is relevant.
  • – They quickly discard irrelevant material; while they are 26% more likely than the average to renew a product or subscription, they are less likely to try new products.
They favour phone and post for response – but they use digital too
  • – Empty Nesters are much more likely to purchase or order by phone (14.5%/index 156) or post (10.5/index 136).
  • – Although they are less likely than younger life-stage groups to respond digitally, 21% say they have responded online via a PC and 3% via smartphone or tablet.
  • – Calls to action should give Empty Nesters a range of choices – so offer analogue and digital channels.

 

 

 

 

 

Source: The Life Stages of Mail, 2016

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DHL in New Zealand sent prospects the world's largest direct mail package - an envelope over 3 feet by 2 feet!

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7 Reasons to Use Direct Mail

1. THE MAIL MOMENT
Direct mail enters an individual’s home and is consumed on a one-to-one basis. This gives you much more time with your customer, time to engage them in a relaxed environment
at a time of their choosing.

2. SENSORY EXPERIENCE
The physicality of a mailing adds another dimension to the brand experience. Using your customers’ senses, you can stimulate and entertain, getting them to reassess your
brand and drive response.

3. PRECISION TARGETING
Direct marketing works best when it’s made relevant for the recipient, with tailor-made content appealing directly to the consumer. New digital printing technology can make this
personalisation even easier.

4. MAKE PEOPLE ACT
Direct mail is the most likely form of communication to get a response from a customer, with the cost of every response
measured with accuracy. As it’s a tangible object, DM is also likely to hang around.

5. EFFECTIVENESS
Reports have demonstrated the enduring effectiveness of direct mail, with the Direct Mail Association stating 65% of consumers
of all ages have made a purchase as a result of direct mail.

6. GET CREATIVE
Direct mail is unique in that mailings can be produced in a wide variety of formats, using different shapes, sizes, colours and materials to create a surprising and memorable brand experience that will stay in the home for weeks and even months.

7. INTEGRATION
Adding direct mail to an integrated campaign can raise the campaign’s effectiveness by up to 62% (BrandScience), while bridging technologies such as QR codes and augmented reality make it simple for consumers to go from print to digital.

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