Thursday, August 7, 2014

Direct Mail Dying? Not With Young Response High

Paper mail volumes may be declining, but there's a sign that direct mail is nowhere near extinction: the high response rates of younger adults. In the introduction to the Direct Mail chapter of the Direct Marketing Association's 2014 Statistical Fact Book, Laurie Beasley, president of Beasley Direct Marketing, Inc., reassures anxious direct mailers, "An encouraging sign for direct mail marketers is that very young adults, 24 and younger, are among the most mail responsive groups today." Why? Because getting paper mail is a life experience that it is becoming rarer and rarer in the digital age, Laurie posits. Young millennial adults are not as desensitized to receiving vast volumes of paper mail addressed to them, tailored to them, as were their parents and grandparents. So what was once a mundane activity is now an uncommon and slightly exciting experience. Everything old is new again apparently, and that's good news for direct mail. See Laurie's comments at http://thedma.org/advance/saturday-stats/saturday-stats-getting-mail-is-a-life-experience/

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