September 25, 2018

Direct Mail consumption through the life stages

In our previous article we explored Royal Mail MarketReach research and looked at Correlation Between Age and Direct Mail Interaction. Now let us guide you further through the research and highlight how mail is consumed through different life stages. 

The study separates the participants by age and also by their life stage:

  • Fledgelings – adults living in their Parents’ home,
  • Sharers – adults living in shared accommodation with other adults,
  • Couples – with no children,
  • Young families – one or more children,
  • Older families – living with at least one child at secondary school,
  • Empty Nesters – no longer living with children,
  • Older retirees – singles or couples with pensions or investment as an income.

 

FLEDGELINGS – adults living in the home of their patents – 3 million in the UK

It’s easy to assume that as digital natives engrossed in social activities, fledgelings don’t engage with mail. However, 23% bought or ordered something as a result of receiving personalised Direct Mail in the past 12 months. Moreover, 38% agree they are more likely to look at mail printed on high-quality materials and 32% more likely to trust information in print than information on the internet. Although, they are more likely than older groups to respond digitally than by post or the phone.

“Lauren received a catalogue from Capital Hair and Beauty which she shared not only with her friends but also her Nan, who tends to purchase in store.”

 

SHARERS – adults living in shared accommodation with other adults – 1.9 million in the UK

Like Fledgelings, Sharers report receiving low levels of personalised mail. Many utility companies may send information addressed to the landlord or only one of the roommates, so they receive few bills or statements. For the same reason, 49% more likely to feel reassured about the sender’s service or product as a result. As well as, 45% more likely to find mail memorable and 75% more likely to buy or order something as a result of door drops.

“I do like getting the Chelsea magazine. It’s glossy and does have some interesting articles in it. So, I tend to keep it around the living room for a week or two.” John.

 

COUPLES – with no children – 6.4 million in the UK

Couples, as well as Sharers, are more likely to say they don’t know who takes responsibility for managing the mail. 22% of them visited a store as a result of receiving personalised mail. And 26 bought or ordered something and 16% looked for more information online.

“I received a booklet from estate agents: a property magazine, and I actually bought my house from the info that it was advertised with – off plan – and I got quite a good deal.” Stephen from Manchester.

 

YOUNG FAMILIES – one or more children – 8.5 million in the UK

It’s no surprise that Young Families embrace mail. They begin to receive more – they start new relationships with brands, retailers, health and local community organisations. More than 30% of them bought or ordered something because of receiving personalised Direct Mail. More than 23% more likely to have referred to mail whilst online and 24% more likely to go online to make an enquiry/request for more information as a result of mail campaign.

Greg and his wife have two young children. Like others, Greg thought he had very little interaction with mail before keeping his diary, but this proved to be inaccurate. Among the items he looked at and responded to were: an appointment for a flu jab for one of his children, a door-drop for a local guttering company which he enquired about online and then phoned to book, and a voucher for H&M which he shared with his wife and filed for online purchase, among others.

 

OLDER FAMILIES – living with at least one child at secondary school – 3.7 million in the UK

In most areas, Older Families are above average in their actions and response to mail. They buy or order as a result of it, go to stores because of it, file it, refer to it, follow up any queries using phone or internet, and use the vouchers mail provides.

27% bought or ordered something upon receiving personalised Direct Mail. Moreover, 52% used a voucher they received in the mail, 39% have kept mail they received, and more than 30% more likely to say that advertising helps them choose what they buy.

“I like the occasional new season brochure from Boden/Hush as I like their clothes… brochure is good to bookmark pages but if I buy it’s almost always online. I like the content… nice quality clothing always photographed well.” Heather, London

 

EMPTY NESTERS – no longer living with children – 10 million in the UK

For 72% of Empty Nesters opening the post is part of their daily routine, on average they spent 18 minutes reading it. 26% bought something because of Direct Mail and 32% renewed a subscription to a product or service as a result of receiving mail.

“A brochure from Cotton Traders a few years ago tempted me to send off by post for clothing and shoes… I have since transferred to online ordering from Cotton Traders which I do fairly regularly.” Jackie, Manchester.

 

OLDER RETIREES – singles or couples with pensions or investment as an income – 6 million in the UK

They have the highest claimed viewing of TV and the lowest claimed usage of online from all age groups. Older retirees are the group which most keep mail for reference – 43%. 32% of them say they responded to mail in the last year and 72% like receiving mail if it is relevant to them.

To see where they’re going (cruise brochure)  “… And then I did go on their website to look into it from that. But actually, having it in the catalogue, it’s easy to show anyone I want to show it to – where I’m thinking of going.” Dorothy, Lancing.

 

 

 

Source, the life stages of Mail.  Royal Mail MarketReach, June 2018.


Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank CentreDKMSand PlusNetContact us for a bespoke Membership Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550

 

Contact Us

September 18, 2018

Correlation Between Age and Direct Mail Interaction

In the age of digital marketing, there are some questions about how digital natives respond to direct mail, how a consumer’s experience of mail affects the way they respond. And which groups are more likely to respond by mail or telephone, among others. The study “The Life Stages of Mail” by Royal Mail MarketReach responds to these questions and now we will reveal it to you.

 

The study separates the participants by age and also by their life stage:

  • Fledgelings – adults living in their Parents’ home,
  • Sharers – adults living in shared accommodation with other adults,
  • Couples – with no children,
  • Young families – one or more children,
  • Older families – living with at least one child at secondary school,
  • Empty Nesters – no longer living with children,
  • Older retirees – singles or couples with pensions or investment as an income.

 

Mail Engagement Across Age and Life Stage

The study shows that there are similarities between all age groups in terms of how direct mail is perceived.

The research on a mail quality shows that improvement could be done towards targeting of the younger generation. Young adults perceive mail as information that is harder to get and mail doesn’t grab their attention as good as other age groups.

 

In the Royal Mail ReachMarket study “The Private Life of Mail”, it was asked to agree or disagree with the statement “I prefer to read on paper than on screen”. No clear trends were indicated.

The neuroscience research proved that there was no indication that age significantly affected the importance of tactility in encoding or responding to printed material. Moreover, young people were more likely to register a higher level of emotional intensity to mail.

The most notable finding was that younger respondents tended to be more likely to indicate emotional responses to the mail they valued.

How mail impact on response rates

Also, this is probably the most frequent question that we’ve been asked. The study shows that the response channel used by any individual would be based on the technology that each age group was most familiar with. Thus, the oldest people would prefer communication being received by post than the other groups; the older middle-aged would be more likely to prefer the phone conversation; the younger middle-aged would prefer to receive message via PCs or laptops, and the youngest adults would – stand out as the group who were most likely to use mobile devices. Great news that the 15-24 age group enjoys receiving a message by post more, than the 25-34 age group. Such figures prove the revival of direct mail.

The study divided the method of response to mail in the following way:

Royal Mail MarketReach also shows how often different age groups buys or orders something from direct mail campaign over a year.

The category with higher response rate was unsurprisingly the use of mail as a Voucher (49%), following by the Kept For Reference (36.7%) and Bought or Ordered (26.7%) in third place. Moreover, young families have higher response rates in all the categories.

 

 

Direct mail becomes popular more than ever. Especially use of mail noticeably higher with younger age group than with millennials. In our next article we will further explore Royal Mail MarketReach and analyse the mail consumption through different life stages.

But before than plan your direct marketing campaign with us. Contact us to get a free quote today!


 

Source, the life stages of Mail.  Royal Mail MarketReach, June 2018.


Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank CentreDKMSand PlusNetContact us for a bespoke Membership Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550

 

Contact Us

September 5, 2018

Data: to clean or not to clean?

Communicating the Single Customer View

How should your activity change around Age Groups and Lifestyle

Data:to clean or not to clean?

September 4, 2018

Advantages of Direct Mail

Direct mail is a great form of communication simply because it provides intimate, person-to-person conversation which commands attention by taking advantage of an individual’s habit of reading and responding to mail.

When do you use direct mail? It can be used for various purposes, such as:

  • soliciting new orders,
  • generating leads,
  • create a positive brand image that will help future sales,
  • cross-selling to existing customers,
  • building brand loyalty,
  • increasing repeat orders,
  • reactivating dormant accounts or increasing sales coverage.

Even though nowadays online channels of communication are widely used, direct mail stands out for its great open rate which can easily reach up to 80%. Moreover, this channel of communication is not limited in time or space or format. Direct mail has a wide range of advantages, let us guide you through the most important ones.

Highly targeted

Every direct mail campaign has great targeting options. You can adjust messages for a specific audience, from loyal customers to new prospects. Thus, customers receive only offers that meet their individual needs or buying habits.

Personalised

Each letter can contain personalised information. Using the database it is easy to find out customers’ needs by analysing their previous history of purchases. This way we alter the message and it can certainly appeal to each person individually.

Tangible format

Above all, mail is tangible. Since customers are getting mail directly the chances to receive the message is higher. Moreover, when customers receive a physical copy they are more likely to view its content as reliable.

Range of formats

Such a form of communication provides a wide variety of formats, from postcards to leaflets, to catalogues and magazines. We can customise your mail. Therefore, there is no limitation of colour use, paper quality or mail format.

Easily measured

We can easily measure the direct mail. Each mail can contain the traceable code that customers will redeem upon the purchase. Furthermore, the results will be collected and will reveal the success of the campaign.

Cost-effective

Direct mail can be cost-effective. The creation of the campaign can be effortless and inexpensive. Moreover, mass mail makes execution of such campaign affordable.

Proven track records

Over time direct mail has proven its efficiency. Because this technique has been used widely and over a long time, the data of successful campaigns prove its potential. According to the DMA, the response rate of direct mail on average is 4.4%, compared to the email response rate of 0.12%. As a result, direct mail offers a negligible cost with a reliable return.

Finally, despite the attention to other marketing channels, direct mail takes an important place in executions of competitive marketing campaigns. And we will be happy to help you create strong mailing campaign for any business purpose.


Romax Marketing & Distribution has more than 20 years of experience managing Direct Marketing campaigns. Don’t hesitate to contact the Romax Team to receive advice on your next campaign.: hello@romax.co.uk, +44 (0) 20 8293 8550

Contact Us