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As an Email Insider, you already know that email is a highly effective direct marketing channel. Even so, it can be hard to articulate why this is the case when confronted with constant questions about new channels such as text messaging or social network sites. This is especially the case when your target demographic is young and on the move. “Our consumers are all young, why in the world would we want to invest in email?” If you have ever faced this question, here is some ammunition for you.
First off, all those young people are not the same. In a collaborative project with the Center for Media Design at Ball State University, we identified several groups of consumers with distinct media consumption and marketing preferences. Of these, some of the most profound and interesting differences were between groups that are only a few years apart in age, but represent distinct life stages. Specifically the differences between the following groups identified in our research stand out.
• Teens: 15-17 years old, still in high school;
• College students: 18-24 year olds still in school;
• Wired: young males, post-college between the ages of 18 and 34 years old, without kids. They are employed full-time or self-employed, have a good income — an annual household income of at least $35K; and
• Young homemakers: females, between the ages of 18 and 34 years old, who consider “homemaker” to be their primary occupation.
Originally from “Teens, College Students And Young Adults: Where Does Email Fit? “| Published September 17, 2008
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