milkshake 11
THE YOUNG AND THE PRINTLESS
The results are in—print is back in
style. Keypoint Intelligence’s most
recent “Annual State of Marketing
Communications” survey found that
nearly a quarter of consumers under
35 believe that providers who sent
printed marketing pieces were more
serious about winning and keeping
their business, compared to under
14% of those aged 35+. Check out
the different generations’ attitudes
towards direct mail:
AGES 18-34 AGES 35-54 AGES 55+
54% Most of the
direct mail I receive
is relevant to me
50% I look at most
of the direct mail
pieces I receive
51% I spend much
more time reviewing
direct mail that is
personalized/relevant
than generic mail
36% Most of the
direct mail I receive
is relevant to me
57% I look at most
of the direct mail
pieces I receive
51% I spend much
more time reviewing
direct mail that is
personalized/relevant
than generic mail
21% Most of the
direct mail I receive
is relevant to me
62% I look at most
of the direct mail
pieces I receive
56% I spend much
more time reviewing
direct mail that is
personalized/relevant
than generic mail
FOR MY TEAM, IT’S ALL
ABOUT EFFICIENCY AND
PUTTING A PREMIUM ON
THE CREATIVE TEAM’S
TIME. I WANT ALL OUR
CREATIVE RESOURCES FOCUSED ON
HIGH-VALUE WORK.”
— JIM NICHOLAS, SENIOR CREATIVE,
FLORIDA POWER & LIGHT COMPANY
DIRECT MAIL REMAINS POPULAR WITH YOUNGER
CONSUMERS
December 2021