A few weeks ago, we posted a blog on the effectiveness of direct mail on young people (http://post-press.com/young-people-love-direct-mail/). Interestingly, the same can be said for older demographics.
A recent study by Deft Research of older adults shopping for Medicare insurance finds that when communicating with seniors, direct mail is very effective.
While conducting their annual “Age-in Study,” Deft Research surveyed 64-year-olds as they approached Medicare enrollment, as well as seniors who were enrolling late, and found that direct mail was a major motivator for many consumers to visit websites.
“Even though most internet users said they found websites on their own, direct mail was the top promotional vehicle for driving consumers to websites,” the report found. “Mail drove three times more visitors to websites than internet or TV advertisements.”
Direct mail messaging was even more effective in the “upper income and higher educated” segments.
For the first time in the 11 years of the study, internet shopping was the most frequent way that this age group shopped for health insurance. Deft suggests that direct mail can be very effective when the message offers unique shopping values, such as: advice, assistance and opportunities to targeted populations. If you want traffic to your website, direct mail might be the answer.
The study included 1,450 people who were 64 or up to three months past their 65th birthday and not enrolled in Medicare; 153 people aged 65 years and 4 months up through age 68 and not enrolled in Medicare; and 656 people who participated in Deft Research’s 2015 Age-in survey and were contacted again.
Direct mail’s effectiveness will be even more pronounced when adding high visibility enhancements (see white paper). Post Press Specialties diverse manufacturing capabilities can increase the shelf life of any piece. Foil embossing, 3D spot varnishing and die cutting are just a few of the many services we provide. Call Post Press Specialties at 816-257-1919 and we’ll be happy to discuss your next project.