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When planning your next campaign to Gen X'ers and Gen Y'ers, you might want to consider this: while this group lives in a digital universe, they still prefer to hear about new products and services via old fashioned direct mail.

Six years after the launch of Facebook, consumers in the 18-34 demographic prefer to learn about marketing offers via postal mail and newspapers as opposed to online sources such as social media.

According to national survey from ICOM, North American survey results show 2-1 and 3-1 Offline Preference Margin depending on the product.

From personal care products to food products, cleaning products, prescription meds, over the counter meds and sensitive health products, consumers in this valuable demographic prefer direct mail and newspaper offers hands down over online options.

The research also shows that preferential attitudes about the trustworthiness of mail strengthened for consumer respondents in all age groups from 2008 to 2010.

Marketers targeting 18-34 year olds who are tempted to invest solely in social media could be missing a significant portion of their audience.

So, when planning your next campaign to this coveted consumer group, make sure you consider a hard-hitting personalized letter package such as the Transformailer, with bold, eye catching colors and graphics, to carry your offer.

If you want to add a digital component, the InteliMailer™ will transform into a complete cross media campaign, with emails, pURLs, landing pages, Web sites, and even mobile
Web sites.


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