Marketing to Millennials With Direct Mail
If you are a marketer, you know that the marketing strategies and campaigns have changed drastically because of the advances in technology and its usage and impact on our day-to-day lives. Truth is, nowadays most consumers rely heavily on wi-fi and a smart device (phone, laptop, etc) to get things done, socialize, shop and more. Because of this, most companies have shifted their focus onto digital marketing, especially those who are targeting the millennial market.
Why is there a focus on Millennials?
The Pew Research Center states that Millennials will overtake the Baby Boomers as America’s largest generation with the most spending power. While older generations like the Baby Boomers are currently in their prime when it comes to spending ability, most marketers are thinking about the long-term potential – the approximate 80 million millennials, in the US alone, with an expected $1.4 trillion in disposable income by 2020.
How to really grab the attention of a Millennial consumer
While it is natural to assume social media or email is the key to reaching this digital-savvy demographic, the idea that direct mail as a marketing tactic of a bygone era is simply untrue. Believe it or not, the very same millennials who use their devices to manage and do just about everything throughout each day are actually suffering from digital fatigue!
Millennials receive hundreds of emails and view countless digital ads each week, yet studies show they are tuning them out. Also, because of safety risk concerns, most consumers do not trust opening random links, emails or files that they receive. Millennials not only trust direct mail above all other forms of advertising, but they are also more responsive to direct mail than any other marketing medium. 90% of people ages 25-34 find direct mail reliable and 87% like receiving it in the mail. The reason for their trust and preference? It’s simple! Millennials like something tangible and something tailored to them.
The US Postal Service found that only 18% of non-millennials read direct mail, while 40% of millennials read direct mail thoroughly, spending significantly more time sorting through and considering direct mail than their consumer counterparts.
What does this mean for your business?
Not all businesses should start suddenly sending direct mail to millennials. If your business sells products for senior citizens, then the millennial market is obviously not your target audience. However, if you have products and services that need to be seen and noticed by the millennial generation – it is time to start considering adding direct mail ads into your marketing strategy.
Don’t know exactly how to get the attention of the Millennials? Check out our 4 Tips for Creating Your Millennial Direct Mail Campaign.