Who is most likely to open today’s direct mail? You may be surprised by the answer....

No matter the content - video, web, audio, messaging - we expect instant access and responses. The numbers of devices and software to support these fast on-line services are growing year on year. The market is enormous.

With this background it may surprise you to learn that the age group most likely to open direct mail is.....18 to 24 year olds!

Why?

Well perhaps it’s because nobody expects them to be interested in a piece of mail delivered through the letter box. Surely an 18-24 year old would rather receive an instant, on-line message.

But it seems they enjoy receiving and opening a piece of direct mail.  

Old rules still apply. For any direct mail piece to be successful it should be targeted, personalised, customised, creative and most important of all - relevant.

So there is another enormous market for marketers – an off-line market using direct mail to 18-24 year olds.

Of course complement direct mail with a digital channel and the response will be always be greater.

Thanks to my old friend and work colleague Adam McIntyre of Royal Mail for his insight.