Younger Demographics Prefer Direct Mail
A client passed on a research document today indicating that young professionals between 18-34 prefer to receive information in the mail versus email. In most breakdowns this report had rated the preference of receiving marketing messages 2 to 1 in the mail versus email. Privacy was cited as a main justification for this group opinion.
18-34 professionals represent a sizable portion of the spending economy. This demographic’s mass exposure to the internet creates messaging overload. Many emails go deleted before being viewed. Email solicitation is seen as a nuisance whereas a targeted and personalized direct mail message is well received.
The researchers were quite amazed how resilient direct mail has been with the flood of media marketing choices that have come online over the past 10 years.