Direct Mail for Millennials? It's More Valuable Than You Think.

January 7, 2016

 

Don’t think today’s younger generations value print advertising or direct mail? Think again!

 

If you aren’t using direct mail to target younger portions of your target audience, you may be missing out on valuable sales opportunities.

 

This revelation is based on new data from marketing research firm MarketingSherpa. In the survey, more than half (54%) of consumers said they want to receive mail from brands they're interested in. And yet, only 19% of marketers in the study said they send customers direct mail.

 

More surprisingly, half of 18- to 34-year-olds said they wanted to receive direct mail promotions! (That's compared to 61% of consumers between the ages of 55 and 64). Even though MarketingSherpa found email to be customers' preferred method of communications with brands (60%), it seems it’s news to most brands that 50% of their millennial customers are interested in direct mail.

 

It's not just MarketingSherpa proclaiming direct mail's value for millennials, either. As Justin Restaino notes, 75% of millennials believe direct mail they receive is valuable, and 92% of millennials are influenced to make a purchasing decision as a result of direct mail (compared to 78% from email). So, not only do millennials like direct mail—they’re actually compelled to buy as a result of direct mail they receive!

 

This data counters the intuition of many that millennials want everything to be digital. Yes, digital plays an important role in marketing a company today, but it’s clear from this study that digital should probably not be the only tactic you use. Combined with a strong digital presence, print advertising can have a tremendous impact on your pipeline.

 

Are you part of the 19% of marketers sending customers—especially millennials—direct mail, or are you a member of the 81% ignoring this avenue completely? Direct mail isn’t just for older consumers. As these studies show, direct mail can bring a lot to the table, even for younger customers. Younger consumers want to receive direct mail. Isn’t it time you gave it to them?

 

Would you like to learn more about using direct mail to target millennials? Get in touch with us today! We’d love to talk about how your business can use this underutilized tactic to reach today’s up-and-coming generation.

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