FLEDGLINGS Adults living at homewith their parents Top Targeting Tips
4 Cut through the digital competition by targeting younger audiences usingmail as it is relatively new to them SHARERS Adults living in shared accommodation 4 Use doordrops which demonstrate intelligence and authenticity as this group are open to building relationships with brands COUPLES Adults living together, no children 4 They respond tomessages which involve their home, community and social life YOUNGFAMILIES Parents with children, primary age or younger 4 Theyarepracticalandfocusedontheirparentalroles, socontentislikelytobemoreimportantthandesign OLDERFAMILIES Couples with at least one child in secondary school 4 Provide value-driven content, such as vouchers and loyalty schememessages EMPTYNESTERS No longer have children at home, may live on their own or as a couple 4 Longer formcopy is valued, and if relevant it is often readmore than once OLDERRETIREES Living on income frompensions/investments 4 Provide content withmulti-person appeal asmail, if relevant is sharedwith friends and younger audiences
75% OF SHARERS ARE MORE LIKELY TOBUY/ORDER AFTER RECEIVINGA DOORDROP*
52% OF OLDER FAMILIES HAVE USED A VOUCHER RECEIVED IN THE MAIL IN THE LAST YEAR
26% OF COUPLES BOUGHT OR ORDERED
32% OF EMPTY NESTERS RENEWED A SUBSCRIPTION AFTER RECEIVINGMAIL
SOMETHINGAS A RESULT OF RECEIVINGADDRESSEDMAIL
37% OF YOUNG FAMILIES AGREE RELEVANTMAIL CAN CHANGE THEIR OPINIONOF A BRAND*
72% OF OLDER RETIREES LIKE RECEIVINGMAIL IF THE CONTENT IS RELEVANT
*TGI/Touchpoints 2015. Findings courtesy of MarketReach’s Life Stages of Mail report
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Whistl Magazine • Autumn 2016
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