Generation Y Lists

Generation Y Lists,
by Russell Dunn

The teen market is growing in a big way, and today's teens are ready to buy through the mail. When introducing a product to the teen market, direct mailers will encounter several problems when making their list selections. The first is the lack of quality direct mail responsive names. There are precious few response lists available for the teen market. As a result, teen marketers must rely more heavily on the use of compiled and enhanced lists. Once they have used every quality response name they can get their hands on, teen marketers should carefully select names from the recently burgeoning number of enhanced and compiled teen lists using tight demographic selects. Another dilemma often run into by teen marketers is to whether to mail to the parent's name or the child's name. Assuming that you are offering a quality product that is not offensive, it makes no difference who you mail to. Ultimately the parent's will view and approve the purchase prior to response, regardless of whose name is on the mail piece.

(Taken from DM News)

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