Industry Research
Fledgling
Couples
People of all
ages likemail
As customers move through different stages in life, their mail preferences change – that’s according to the latest research by Royal Mail’s MarketReach division.
The research looked into the differing preferences of customers across seven different life stages, including everyone from young people still living at home, to parents and retirees. It found that segmenting customers by life stage provides amuch better prediction of attitudes and responses, than age alone. For marketers this insight presents a great opportunity to help improve the effectiveness of their marketing campaigns. By considering the details of each life stage and fine-tuning their targeting, creative design and calls to action, marketers can give a real boost to their response rates. There’s one feature that resonates across all life stages however; people respond tomail. It’s personal and it reaches people. Mail is powerful. To find out more about The Life Stages of Mail visit www.whistl.co.uk/lifestagesofmail
32%
OF FLEDGLINGS ARE MORE LIKELY TO TRUST INFORMATION IN PRINT VERSUS DIGITAL*
6 Whistl Magazine • Autumn 2016
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