Younger demographics are most receptive to marketing messages containing discount offers and free products, new research reveals.

A survey conducted by Epsilon found that two-thirds (66 per cent) of 18 to 25-year-olds respond to marketing content that includes offers, discounts and free products, while just 33 per cent respond to general information or new product announcements.

The report also found that millennials are more likely to respond to offline marketing containing special offers compared to older demographics.

More than half of respondents (56 per cent) said irrelevant content is a major reason for wanting to unsubscribe, while 44 per cent said they would be put off by unsavoury content.

Ian Hitt, managing director at Epsilon International said: “This research emphasises the importance of segmented and targeted marketing campaigns since there’s a clear difference in behaviour among age groups.”

He added that an understanding of global attitudes will allow marketers to effectively reach the “next-generation user”.

BtoB’s 2010 Outlook: Marketing Priorities and Plans survey recently found that 38 per cent of firms expect to increase spending on direct mail next year.

Posted by Daryl Jay, Business Development Director – Sales, Industry News, General Marketing
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