A millennial myth is that they are too distracted by technology to be interested in direct mail. Marketers assume the only way to connect with them is through social media or any other type of digital marketing. In fact, the engagement rate for direct mail sent to millennials is significantly greater than non-millennials.
According to the USPS, 87% of millennials like receiving direct mail; 90% think direct mail advertising is relatable.
So what can you do as a marketer to engage with this generation?
• Keep your Message Simple – When designing a mail piece, make sure your message is simple to read and easy to understand. This gives you a better chance of your prospect engaging with your brand. This is especially true if you’re sending a postcard – you end up being very limited with space.
• Be Authentic – Your direct mail campaign should always be authentic. Millennials believe in the messaging of a brand more so than the deals being offered. When you’re authentic with your readers, they’ll feel as if your brand is trustworthy and will be more willing to spread the word about you.
• Have a Sense of Purpose – Brands demonstrating a sense of purpose increase the chances of a purchase. When making a purchase, millennials like to feel as if they’re making the world a better place. Donating a portion of your sales to a charity or demonstrating corporate responsibility will go a long way in resonating with millennials.
• Incorporate Digital Marketing – Just because millennials are more likely to receive and respond to a direct mail piece doesn’t mean you shouldn’t incorporate digital marketing. Include QR codes, augmented reality, or links to your social media pages, or website. Also, make everything cohesive – so when prospects see your brand over and over again, they’ll be reminded of their initial interest.
The millennial generation is slowly becoming the “decision-makers”. So make sure your marketing leaves a lasting impression. By incorporating these tips into your next direct mail campaign, you’ll be well on your way to attracting new millennial prospects.
If you would like to learn more, click here to download a copy of Still Relevant: A Look at How Millennials Respond to Direct Mail eBook from the USPS.
About the Author:
Cathleen Drury is the Marketing Coordinator at CFS, Inc. in Norton, MA. You can contact her at [email protected]
