The increase in digital channels has many marketers rethinking their strategies. Digital media has proven to be highly effective. However, that does not mean traditional marketing no longer works. When it comes to millennials, in fact, the opposite is true for direct mail!
Many marketers believe millennials only to be interested in content that appears on a screen. It is really more about ease and less about technology. According to InfoTrends millennials are the most likely of all the generations to read direct mail. Twenty-five percent of all millennials consider reading direct mail a leisure activity.
Millennials clearly have the numbers and purchasing power to make them a priority demographic for just about any business. Millennials are America’s largest generation at 80 million and they will spend some $10 trillion in their lifetimes.
Many are numb to the digital world in which they live and work every day. Digital/Online marketing is everywhere, due to an overabundance, therefore messages are not regularly consumed or retained by this tech-savvy group. To break through all the clutter and engage this group use tactile print and direct mail.
- Millennials average response time to a direct mail campaign was 2.4 months (Less than the response time for all respondents)
- 63% who responded to a direct mail piece within the past 3 months made a purchaseMillennials open rate for direct mail was 66%, the same as recipients overall
- 90% of millennials consider direct mail to be a trustworthy source of information
- 89% of millennials report picking up their mail at the first opportunity
- 82% of younger consumers cite print as part of their purchasing journey
- 75% of millennials consider printed catalogs to be useful, and 30% of that group reported that high quality print & paper helped get their attention
Direct mail is a powerful tool for marketers to use in their pursuit of millennials. Avoid the trap of focusing only on digital channels. Remember direct mail is preferred and combines seamlessly with digital channels.
*Article Written by: Fred Schulze: VP Sales & Customer Care at AM Solutions
**Data from DMA, Experian, InfoTrends and USPS