Millennials and Direct Mailing
The internet is an indispensable part of everyday life for nearly everyone. Some more so than others, as millennials are spending a lot of time online, reading blogs, browsing social media, reading email. The internet provides everything that used to be done by leaving the house. If you had a question about a topic you went to the library and looked it up. Entire networks were based around buying but you still had to leave the house to do most of your shopping. And when it comes to letters and postcards, do millennials read their snail mail, or even know it exists? Why would a generation used to instant gratification have any patience for direct mail marketing?
The fact is that direct mail is an extremely effective tool for reaching consumers of any age or demographic, including young people. Millennials respond well to direct marketing and here is why.
They respond well to targeted advertising – Just as Google uses your browsing history to prompt advertising, so does direct mail, albeit in physical form. The same online methods used to gather consumer data that allows brands to target individual consumers with accuracy can be used to great effect with direct mailing campaigns. Instead of sending mass postcards, marketers can clearly define an audience and tailor the message to them.
There is no substitute for physical marketing materials – Rather than being gradually replaced by online advertising, postcards and brochures are integrated with online materials creating a combined experience into a unified brand. All a postcard needs to direct an interested millennial to more information, or an online order form, is a QR code and a spare minute.
Individuals that grew up in the digital world still read the mail – Even mailings that are considered “junk mail” are still read and sorted by millennials on a daily basis. And the response rate for millennials to direct mailing campaigns is equal to or in some cases greater than older generations.
Direct mail gives you the opportunity to show off your brand – You can be authentic in direct mailing offerings. Since you control the entire message, how it is presented, and most importantly, who gets it, you can use the opportunity to show a strong, cohesive brand identity which is something that appeals to millennials. When you treat your customer as a human being, create a sense of connection with the individual consumer, and humanize your brand, you are appealing to this new demographic regardless of how long your brand has been around.
Millennials don’t ignore snail mail because it is old, they do so because it is irrelevant to them. Your marketing can be tailored specifically to this demographic and with precise market research and a fantastic and eye-catching design, your direct mailing campaign can indeed reach millennials. Call Presort today. We know how to design a campaign that will help you achieve these goals.
