Does Direct Mail Still Work with Millennials?

Millennials will spend a good amount of their day staring at laptop and phone screens, living in a digital world, and tuned into social media. As a consequence, the majority of businesses think that digital marketing includes the only efficient method of targeting this highly critical consumer demographic. Direct mail marketing, however, actually is one of the most proven and viable strategies to target millennials.

A number of studies concluded that millennials enjoy and even favor getting direct mail. InfoTrends performed a survey that found that while just 26 percent of millennials like email marketing, 38 percent like direct mail pieces. Additionally, millennials are more than likely than any additional generation to read their mail, mostly because they actually like receiving mail; as a matter of fact, the study discovered that 25 percent of millennials consider browsing direct mail a leisurely activity. According to the USPS, 47 percent of millennials will look forward to checking their mail on a daily basis, which CEO of the global ad network McCann, Harris Diamond, affectionately calls “The Mail Moment.” It is vital that businesses trying to target millennials efficiently tap into the moment.

Not only will millennials enjoy reading their mail, they additionally pay more attention to it than any additional age demographic. The USPS, in 2016, discovered that 40 percent of millennials thoroughly read direct mail, as compared with only 18 percent of non-millennials. Also, they found that millennials spend a lot more time reading mail, as compared with additional generations: average of 9.7 minutes every day, as compared with 8 minutes for Baby Boomers and 7.9 minutes for Generation X. Those reports demonstrate that millennials are very likely to engage in direct mail marketing material.

Those data-backed conclusions still may seem counterintuitive within a world that is dominated by digital marketing and digital media. But, it’ll help to comprehend the psychology behind direct mail vs. digital marketing. Research shows that millennials are going to spend 18 hours per day consuming media, and thereby are consistently inundated by banner ads, pop-ups, and additional online advertisement forms. The tangibility of direct mail offer a sharp contrast to the fleeting digital advertising world, and it assists it in standing out and making a positive impression.

Furthermore, Millward Brown, market research firm, performed research using MRI technology to check how an individual’s brain reacts to various types of marketing materials. Their neurological studies concluded that tangible marketing materials are going to leave a deeper impact upon the brain, as well as generate more brain responses that are connected with emotions, suggesting more internalization. In that way, direct marketing material often is more efficient because it’ll generate more significant and longer lasting reactions than the ones delivered inside a digital format.

It’s vital that you keep in mind that even though millennials are influenced by and interested in direct mail, their time still is mainly spent on the Internet. A tactic which will increase direct mail marketing’s effectiveness includes transitioning a reader from direct mail over to the internet. Technology like scannable coupons and QR codes are efficient with the younger generation because they allow a reader to interact with the direct mail and become instantaneously connected with a website they are searching for.

Even though it might seem counterintuitive, this marketing method still is a very efficient marketing medium for the millennial generation, particularly as used in conjunction with digital channels. Here’s the truth: within a digital world of intangibles, the millennial generation savors their “mail moment” every day and easily are enticed by direct mail to take action and engage.

Offering a great user experience around several channels is necessary with this target audience. Embrace this and create engaging, fun direct mail which moves recipients on the Internet to social media, landing pages, or whatever content you want. And as always, be certain that you keep track of your responses in order for you to know what’s working and what isn’t. Finally, bear in mind that all millennials aren’t the same, they’re individuals like the rest of us and have various needs and wants. Capturing their response details and adding them to the database is valuable. It’ll permit you to give better offers to them down the road.