New research has suggested that young adults are the most responsive age group when it comes to the impact of direct mail campaigns.

According to a study carried out by the Mail Media Centre on behalf of Royal Mail, 71 per cent of 16 to 24-year-olds have acted on the direct mail they have received, while 90 per cent of that age bracket open all their mail.

However, despite the high figures for success in targeting that sector of society through direct mail campaigns, the study also found that many companies do not focus on the young adult age group when developing direct mail campaigns.

“The lure of the letterbox is something special for the 16 to 24-year-old age group,” said Antony Miller, head of media development at Royal Mail.

He added that one respondent in the category had likened receiving mail to being given a present, demonstrating that companies could significantly improve the success of their direct mail campaigns if they target this younger audience.

Meanwhile, figures from the US have revealed that the decline in direct marketing from credit card companies has begun to slow, suggesting the industry could be on the verge of a recovery following the global recession.

Related Topics: Direct Mail