Mailbox is still an effective marketing tool to reach Americans

MUMBAI: The mailbox continues to thrive in the digital media age in the US.



The Gen X, Gen Y, and the Mail study commissioned by the US Postal Service examined the attitudes of Generation X and Generation Y towards mail and found that over three-quarters of this generation reads and responds to mail just like their older counterparts.

The Gen X generation was born between 1965 and 1972, and makes up roughly 17 per cent of the US population. Born between 1977 and 1994, Gen Y makes up about 25 per cent of the population. Despite developing trends in new media channels, the findings conclude that young consumers are more likely to read and respond to printed material such as flyers, circulars, catalogues and newsletters that reach them through the mailbox. The study examined how young consumers perceive mail, how they use it and how mail fits into their high-tech lives.



US Postal Service executive VP and CMO Anita Bizzotto says, "To effectively reach this younger generation of Americans, whose lives are being shaped by digital media, marketers must deliver smarter, more sophisticated and relevant messages and must use the right media channel to drive their messages".

The study's findings show that 86 per cent of Generation X and 87 per cent of Generation Y bring in the mail the day it is delivered. 70 per cent of Generation X and 82 per cent of Generation Y sort through their mail immediately. These young consumers feel comfortable searching for products online, but more than half said they keep catalogues for an extended period of time and browse through them repeatedly.



"Mail offers marketers the unique ability to make a physical connection with these young adults. It gets their attention and builds brands with them," Bizzotto added. The Gen X, Gen Y, and the Mail study included several key findings:

- Mail plays an important role in the lives of both the groups

- Young consumers rate 75 per cent of the mail they receive as valuable

- 58 per cent of Generation X and 66 per cent of Generation Y prefer mailed bills to manage finances

- Mail keeps Generation X and Y in touch with the marketplace and influences them to make a purchase

-- 74 per cent of Generation X and 68% of Generation Y direct mail receivers read retail advertising mail

- 68 per cent of Generation X and 73% of Generation Y retail direct mail readers have used mailed coupons

- Mail is preferred by both groups for financial services offers

Latest Reads
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories