Print marketing, particularly direct-mail marketing, is a dinosaur, reserved for the 65-plus age demographic who buy $1 life insurance and “101 Things You Can Do with Vinegar.” Right?
Wrong. Research studies demonstrate that direct-mail print marketing is an excellent strategy for meaningfully reaching the young adult demographic.
We live in the digital age, sure, but we’re still raised from birth to anticipate the mail. Our children still race each other to the door. And in this age when children are inundated with iPods and Kindles and email, print is a novelty they grow up enamored with. Simply put: kids are absolutely delighted to receive print mail in their names.
I’m sure there’s some psychological reason for why as adults we continue to appreciate those things of which we were fond as children. And mail – even direct or “junk” mail – is one of those things, especially for digital age in which children who are numb to the screen.
Why Print Marketing is Part of the Youth Movement
Consider the following statistics:
- Consumers aged 18 to 24 prefer print marketing over offline for several categories, including personal care (62 percent offline versus 22 percent online), food products (66/23) and cleaning products (66/20), among others
- 69 percent of Americans aged 18 to 24 prefer to read communications in print rather than on screen
- 18 percent of those aged 22 to 24 will respond to direct-mail marketing
- Young people find it easier to remember what they read in print versus on screen
- Americans aged 15 to 24 represent the second-highest response rate demographic for direct-mail marketing – only after those aged 65 and up
- Twice the number of 18 to 34 year olds believe direct-mail marketing will never be truly replaced by online marketing methods, versus consumers aged 55 and up
For those in my generation, the Internet represented a new frontier. For younger generations, the Internet is an absolute truth, perhaps taken for granted yet in no way novel. It simply doesn’t excite the way a tangible piece of printed mail can. It doesn’t command the attention, nor does it seem private or personal.
While it’s obvious that young adults read, appreciate and respond to direct-mail print marketing, you don’t need statistics to prove that print marketing is part of the youth movement. All you need to do is watch your kids race each other to the mailbox.
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