Direct Mail Marketing and Millennials
We’ve heard it all a million times by now: “Direct mail is dead!” Or, more broadly: “Print is dead!”
But here’s the thing. Somebody forgot to tell millennials.
You know – the 80 million Americans born between 1982 and 2002. They really like getting mail. Direct mail for millennials is a huge segment of the direct mail market.
How much? Try 87%, according to a recent USPS survey. And those millennials who are acting on the call to action in that direct mail piece? 57%.
Make no mistake, millennials are the most tech-savvy generation ever, and they have significant buying power. But despite being digital natives, technology is clearly not everything when it comes to communicating.
Enter direct mail. Mail in 2017, 2018, and beyond brings the tactile together with the technological to attract the attention of consumers. And millennials are ready for an experience different one where everything fits onto a screen.
So, how can a marketer use direct mail to reach a millennial audience? Here are a few ideas.
1. Tie into the digital world
You want your prospects and customer to communicate seamlessly with your brand no matter where they are or what channel they’re using. To get them to go online, and to buy, QR codes and AR elements make it easy; just a tap or two on their smartphone is all it takes. Just be sure that your website’s design is at least mobile-friendly, if not responsive.
2. Provide social proof
Millennials seek and weigh the opinions of experts as well as other consumers in the purchase process. Nothing new here. But instead of the Good Housekeeping Seal of Approval, build credibility by showing online brands that this demographic trusts. Some good examples with millennial appeal sometimes found on mail: Trustpilot; Charity Navigator; Shopify; and NerdWallet.
3. Use texture
Studies show that the human brain reacts differently to print content than digital. Print produces a stronger emotional connection as well as better recall. So, consider inks and papers that make your mail feel different and more interesting than what your competitors mail. After all, millennials have revived the art of the record jacket along with vinyl albums.
4. Make the CTA simple
Use data to create individualized content and offers specifically tailored for your targets. Smartly deploying relevant data and images on a direct mail piece captures the prospect’s attention. And when it’s shown in such a way to make the respondents feel that they are in control of the experience and have options, so much the better.