Millennials and direct mail: people may think that these terms do not go together. However, this could not be further from the truth. Although millennials live in a digitally-driven world, this does not mean that direct mail and other traditional marketing schemes will not work for them. In fact, the strategy is a viable approach that can yield top-quality results with minimal errors.
With the pool of millennial consumers much bigger now than ever, it’s clear that you’ll need to pull out all the stops to improve your chances of success. To understand why direct mail is a pivotal strategies that can allow exactly that, let’s look at everything you need to know about it in further detail:
Looking at the Facts
When it comes to the impact of direct mail and the ever-thriving millennial consumer market, the statistics spell optimistic outcomes.
By far, one of the strongest arguments for the strategy comes from a 2021 study conducted by US Postal Service (USPS). In a report that measured response rates to relevant mail, the most surprising statistic is that 88 percent of millennials take the time to look at the mail and nearly 60 percent find the information they receive by mail more useful than email.
According to the same report mentioned above, USPS statistics show that 88 percent of the mail recipients in this generation “take the time to read through the mail to ensure nothing of importance is discarded.” This is a far different story from the experiences that digital mail and marketing campaigns have as 91 percent of consumers said they felt ads were more intrusive than just two to three years ago—especially when you consider direct mail is delivered once daily!
So, how do millennials truly feel about direct mail?
Here’s the thing about millennials and the way they feel towards direct mail: they don’t just like it—they love it! According to the study mentioned above, in fact, there are a few key statistics that show just how potentially impactful a well-built direct marketing strategy can be:
- 73 percent would be upset if they never received mail.
- 80 percent look forward to seeing what has been delivered.
Based on the statistics mentioned above, a strong bond between millennials and direct mail exists. An opportunity is waiting to be capitalized on by forward-thinking businesses and marketers alike. When you consider the fact that this generation also sees mail as enjoyable, it shouldn’t be such a surprise to see the statistics mentioned above come to fruition.
So, how do you get started?
With the above-mentioned study shedding light on the fact that 66 percent of millennials often bring a direct mail piece into a store and 67 percent allow it to guide them to go online, you’re most likely wondering how you can hop on the train. You can essentially combine it with digital strategies for a multi-pronged approach.
Generally, the process of building a direct mail strategy boils down to two parts: the creative side and the logistics side. Fortunately, if you don’t have the skills or tools to take on the two distinct sides of the equation, there’s no need to worry because it is always possible to enlist the services of a full-service marketing agency like Supercharged Offers!
Although there is an assortment of different marketing strategies and techniques you can use to reach the ever-growing millennial consumer market, direct mail poses an array of opportunities worth considering. Once you start using the strategy, you can ensure that your business gets the competitive advantage to thrive!
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