The 7 Life Stages of Mail: Older Retirees

• – Almost 75% of Older Retirees (36% more than the norm) agree printed copies of important documents help them feel in control of their lives.
• – This positive feeling towards print includes both addressed and unaddressed mail; they are more likely than the norm to say they appreciate door drops from local authority organisations.

Values – as well as good value – are important to them

• – Static (and limited) income means discounts are appreciated; but it will be even more appreciated if it resonates with their world view.
• – They spend an average of 21 minutes per day on mail – highest of any group.
• – Longer copy works as does sticking with traditional rules of grammar.

Relevant mail can be saved, savoured and shared

• – They use mail to manage and benefit their own lives, and as a communal reference point – for example, with friends and family.
• – They may share mail, either to get advice or to engage others. One female respondent noted she kept cruise brochures to show and discuss with others possible holiday destinations.
• – They manage and keep their mail for later reference.

Traditional response methods to purchase are favoured, but many are digitally capable

• – At 14% for phone and 16% for post, Older Retirees are more likely than other life stage groups to purchase from addressed mail using traditional methods.
• – However, 15% said they also responded digitally via a PC.
• – Postal and phone response mechanics should be highlighted and made easy, but do not exclude the possibility of digital responses, especially as Empty Nesters move into this life stage.