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Young Marketers Embrace Direct Mail

Direct Mail

June 10, 2011 -- A marketing channel use survey conducted by Pitney Bowes and marketing research firm Vision Critical finds that direct mail is embraced by four out of 10 marketers and that marketers under 35 are also more likely than other age groups to use direct mail in their marketing mix.

Despite indicating more direct mail use, young marketers are less likely to indicate they have comfort and knowledge of the channel. In fact, only 21% of marketers under 35 cite mail’s proven effectiveness as a motivation, compared to 42% of those over 55. 

“I would think a large percentage [of young marketers] find it harder to track [results] using direct mail than they would using email or social media,” Rader says. “You can take a direct mail campaign and tie it to a specific phone number, but those who are technically proficient can do a lot more with an email. Did recipients open it? What links did they click on? There is a lot more data associated with some of the [other] channels.”  Older marketers, Rader suggests, have seen over time what response rates are, and more clearly understand its value through having used it.

Pitney Bowes based its findings on completed surveys from 500 marketers.


Source:  Chief Marketer, Younger Marketers Quicker To Embrace Multichannel Efforts: Survey, June 10, 2011