Did you know:
84% of Millennials take the time to look through their mail
64% of Millennials would rather scan for useful information in the mail than email
77% of Millennials pay attention to direct mail advertising
90% of Millennials think direct mail advertising is reliable
87% of Millennials like receiving direct mail
Do Millennials like direct mail? And do they respond more to direct mail than other generations? These are important questions because, as of 2015, Millennials have become the largest demographic in the workforce, with very specific attitudes and needs. To craft mailings that work for this generation, we have to understand what motivates them differently than other generations. We don’t often see those questions addressed.
Millennials are . . .
- More likely to scan their mail
- Less likely to discard their mail without reading it
- More likely to organize and sort their mail
- More likely to take time to read their mail
- More likely to show their mail to others
- In addition, 57% have made purchases based on direct mail offers
Nearly half of Millennials ignore digital ads, while only 15% of Millennials ignore direct mail. This is an important point. Millennials enjoy direct mail because, in their digitally engaged worlds, it’s different. It breaks the monotony.
Not Just Any Old Direct Mail
This doesn’t mean that any old direct mail will do. Millennials are very clear about how they want brands to market to them, whether in print or in digital form. It boils down to authenticity, focusing on the experience rather than merely on specs, and often some kind of socio-ethical tie-in, such as serving the disadvantaged or protecting the environment.
Millennials offer bright spot in world of direct mail, but require a different marketing approach.
- Incorporate digital elements. Embed QR Codes, NFC, or AR to link the mailer to video and interactive materials on your website or social media sites.
- Keep your messaging succinct. Provide bite-size pieces of information. Millennials may love mail, but they are still distracted and living in a highly fractured media environment.
- Be authentic. “Millennials distrust traditional advertising, so avoid hard sell language. Use a straightforward, transparent approach.”
Use enhancements. Think scent, sound, or texture.
- Help them feel that their purchase makes a difference in the world. “Campaigns that donate a percentage of profits to a worthy cause or in some other way demonstrate corporate responsibility can resonate if they are seen as authentic.”
- Minimize slang, which can be seen as inauthentic. “Use slang with caution, even if you are Millennial yourself, or you risk turning off your audience.”
Millennials offer a real bright spot in the world of direct mail, but they require a different marketing approach. So if you don’t currently have a “Millennial marketing” specialty, you might want to develop one.