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Using Direct Mail Marketing to Connect with Young Parents
Studies are showing that young families with parents between the ages of 25 and 44 are being heavily influenced by direct mail marketing as opposed to digital marketing. Of this group, 25% admit to being alerted to a new product through direct mail. Another 15% say that direct mail has pushed them to take action online. With those types of response rates, young families can be an essential part of your next direct mail marketing campaign.
Using Direct Mail to Introduce Your Brand to Customers
Royal London is an insurance company that has increased its output of direct mail marketing to its base of young families. David Meliveo is the head of marketing for Royal London, and he strongly believes that when parents start having children, they are much more open to the idea of life insurance.
Meliveo also believes that trying to connect with these young parents through direct mail is the least intrusive of any other medium. He says, “When people have their first baby, they start to think about life insurance, and addressed mail is less intrusive than a phone call or an email. We let people go online in their own time to find out more.”
National Trust is another brand gearing its marketing campaigns towards young families. They’ve recently had success with their “50 things to do before you’re 11¾” campaign. That mailing not only brought them 11 times more downloads of the app but also increased the dwell time on web pages from two to seven minutes.
These statistics are showing that young families are more likely to have made a purchase through direct mail. They’re also tops in trying new products and providing information. These are real figures that go to show just how influential this consumer group can be.
Understand Your Value
This might be better said as “understand their value.” Young families are all about value; budgeting has become important, with close to 40% of this demographic budgeting down to the dollar. They welcome coupons and often comparison shop to get the best value for their money.
Macromark understands what it means to target specific sets of consumers. We offer the most responsive lists in the business, giving our clients an advantage in their outreach. We see examples of brands like Royal London and National Trust every day—brands who believe in the effectiveness of direct mail marketing and the results it yields. We at Macromark are a big part of our clients’ successes when it comes to helping to facilitate their direct mail marketing campaigns. We can do the same for you. Call us today at 1-845-230-6300.
Source:
Hemsley, S., “Making direct mail marketing a family affair,” Marketing Week, July 11, 2016; https://www.marketingweek.com/2016/07/11/making-direct-mail-a-family-affair/.
David Klein
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