I was going through my marketing smart briefs this week and ran across an article for marketers. It said that many presume that only elderly people like to get direct mail but went on to say that, contrary to popular opinion, that assumption is just not true! It turns out that all generations like to get mail. I, of course, knew this as it is my job as a marketer to have all that information at my fingertips each and every day, just like it is your job to have your finger on the pulse of the automotive repair industry.
These days, when so many of us pay our bills online, our mailbox is less cluttered. We pay more attention to the mail we do receive. Online ads are always popping up and we have become so desensitized to these ads that we shut them down without even giving them a chance to be viewed. We are focused on what we wanted to see online…and not allowing that ad(s) to interrupt our singlemindedness.
People will often look at something online and unless they print it out, will forget where they saw it. A well put together printed piece of mail, on the other hand, is something people can hold on to and save until later. They enjoy holding it, touching it, and retaining it (especially if it includes a coupon offer).
It seems that all generations, from Traditionalists (born 1945 – and before), Baby Boomers (born 1946 – 1964), Generation X (born 1965 – 1976) and Millennials (born 1977 – 2000) trust direct mail more than any other marketing channel.
I thought that all my customers who currently do direct mail with my company would enjoy reading this, and those who aren’t might wish to explore this option! It is hard to beat direct mail for Business to Consumer!
News Works Marketing