The 7 Life Stages of Mail: Young Families

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A new life on a different planet, when everything changes. This group of people are 62% more likely to have a specific place in the home where they keep letters. These people are practical and focused on their parental roles, so content is generally more important than design.


Young Families are great responders to mail. The first stages of parenthood are a time of great change. Mailers whose communications show they understand this will reap benefits.



Young families are family focused, enthusiastic and open to new brands
  • – New life brings new needs, responsibilities and relationships with both companies and public sector organisations such as health and local government.
  • – Mail that informs and guides is welcomed and acted on.
  • – 30% bought or ordered in response to addressed mail, and are the most likely group to use a tablet or mobile to do so.

“These were sent to me by Boots in an envelope referring to my daughter’s upcoming 1st birthday so I decided to open it. It contained a voucher for a free photo book, which I have been on to the Boots website and used to order the book. I have kept the items below because I think they will be very useful as they contain information regarding child nutrition and food ideas for my one-year-old. I will place them inside of one of my cupboards in the kitchen for easy reference.”

Leanne, mother of one, Young Family

Time and money are often in short supply
  • – Clear value benefits are highly appreciated as time is short, children are expensive, and income may be limited.
  • – Functional, clear content should take priority in messaging in most cases: avoid heavy handed design or long-winded copy.
  • – When there is a chance to relax, an inspiring, aspirational item can be warmly welcomed.

“It’s an association [Lakeland catalogue]. It means a cup of tea and 10 minutes for me. Flicking through something that’s pretty to look at…”

Sarah, mother of three

Digital communication is central to their lives – to the benefit of mail
  • – Just under half of Young families (45%) say they could not live without the internet on their mobile phone (index 152).
  • – Design the response journey with intuitive, digital response channels top of mind.







Source: The Life Stages of Mail, 2016

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7 Reasons to Use Direct Mail

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.

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.

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.

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.

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.

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.

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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