The 7 Life Stages of Mail: Old Families

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Communal, collaborative and comfortable together. This group of people are 52% more likely to have used a voucher received in the mail in the last year! These people enjoy value-driven content with vouchers or loyalty scheme messages.

 

Mail to Older Families both drives engagement and response. It may be seen, noticed and discussed by all family members of the household. Mail that is ‘family-inclusive’ is likely to get a better response.

 

 

Older families are comfortable with mail – and it’s a communal experience
  • – Older Families receive significant amounts of mail – including, for example, high-street retailers, supermarkets, credit card companies and restaurants.
  • – They understand it, engage with it, discuss it and share it. This may be with their partner.

“My wife deals with all of the finance – well, she’s a book-keeper. But she leaves very early and I often work at home. So I tend to work out what needs action and it all goes here on her laptop. She’ll deal with everything usually at least once a week – all of that’s done online where we can.”

Anthony, father, Older Families

…or they may engage with it with their children.

“I tend to have a flick through [the Go Outdoors catalogue], but it’s more about the lads. It’s handy to have something like this, you can have a flick through to see what’s there and then we’ll go online before going in [store].”

Steve, father, Older Families

Relevant mail is displayed – the brand lives in the home Older Families tend to take an organised, structured approach to their mail, and display for accessibility and reminder purposes.

 

Value is a powerful message

A quarter say they are struggling to cope on present income. Older children may have more expensive activities, cost more to take on holiday, and incur secondary or tertiary education funding.

 

Digital communication is central to their lives – including how they respond to mail

Of those who responded to direct mail, 30.4% did so online via a PC or laptop (29% more likely than the sample average); and 10% responded via smartphone or tablet (also 29% more likely than the sample average).

IT worker Paul receives four to six mail items a day. Actions from the mail included booking a family holiday, planning Christmas shopping via a catalogue and ordering a takeaway.

“I work in IT so am used to looking everything up online. To be honest, I am glad to have something in my hand. I often take stuff to work to look at on the train.”

Paul, Older Family respondent

 

 

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.

Source: VoPP
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