As surprising as it might sound, a study conducted by the U.S. Postal Service and Temple University found:
- 77% of millennials read and analyze direct mail advertisements
- 90% of millennials consider direct mail advertising to be reliable
Despite what you may have heard about millennials, they are drawn to physical advertisements. Researchers also found that a high percentage of millennials had a strong emotional response to physical advertisements and that the physical ads stimulated parts of the brain connected to desirability and value.
And those numbers are just the start found in this study, with the underlying trend being that direct mail advertisements seemed to leave a longer-lasting impact and were generally more effective at triggering purchasing behavior when compared to digital advertisements on millennial participants.
How can you tailor direct mail pieces to appeal to younger generations?
Incorporate digital elements of your business into your mailers. It allows this particular demographic to identify you as a unique, yet modern business that will appeal to their millennial sensibilities.
Invite recipients of your mailers to leave you a review online and visit your social media pages. Ask them to subscribe to your email list. Include QR codes.
Create designs that are eye-catching, yet simple and sleek. Write copy that is concise and genuine.
Most importantly, don’t try to be something you’re not. Remember, millennials are drawn to authenticity, and because they were born on the internet, they have a keen eye for weeding out advertisements that aren’t worth their time – even if it’s appearing in their mailbox instead of their Facebook feed.
Stand out from the crowd and reach millennials in their mailbox with custom-designed direct mail programs, made especially for businesses like yours. Many of our programs have no monthly minimums and none of our programs have long-term contracts. Contact us or give us a call at 800.926.2451 for more information!
