Millennials may be the first generation to grow up in the digital era, but they also respond surprisingly well to physical marketing. Direct mail offers a tangible and personal approach that can cut through digital noise and build authentic connections within this group. So, what makes this generation engage with direct mail and how can your company make the most of this unique opportunity?
Our inboxes are overflowing, and screens are everywhere. Direct mail allows millennials to pause and engage with something real. When everything else is a digital notification, a letter or postcard feels refreshing - it's something they can hold, read and process at their own pace. With millennials clocking 3-4 hours of daily screen time, it's no wonder they appreciate offline interaction.
Digital ads can feel intrusive, especially with so many privacy concerns. But direct mail feels more personal and genuine. Instead of another algorithm-driven ad, a personalised letter in mail format shows that a brand is making an effort to reach out. According to MarketingCharts, 82% of millennials trust printed messages more than digital ads. It's the real difference between feeling targeted and feeling valued.
Direct mail has evolved, and now millennials respond to mail that is personalised to them, whether it is their name, interests or specially tailored offers for their preferences. USPS found that 92% of millennials are likely to follow up on direct mail by checking out a website or scanning a QR code. When brands integrate direct mail with digital campaigns, millennials are more likely to engage with both.
Millennials have a soft spot for nostalgia, and direct mail taps right into that. In a USPS survey, 67% of millennials said they feel special when receiving direct mail. It's something that stands out from the flood of digital messages, and even adds a bit of novelty - they might even share it with friends, which doesn't happen as often with online ads.
Direct mail has a staying power. Studies show millennials are 75% more likely to remember brands they see in direct mail than in digital ads. In a world where our attention is always being pulled, leaving a lasting impression is no small feat.
Direct mail can be more than just another flyer or a postcard. Here are some ways to make it fun, memorable and meaningful:
Millennials connect with brands that share their values, so use your direct mail to tell a story that means something. If you have a mission, or a story worth sharing, make it part of your message. It's a great way to make an impression that feels authentic.
Why not mix the physical with the digital? QR codes are a perfect bridge - leading to discounts, invites to special events, or exclusive content.
Millennials respond to well-designed mail, whether it's the colours or a unique format, don't be afraid to get creative. They're more likely to hold onto mail that feels high-quality.
Give them a reason to engage - like a discount or early access to a product. Millennials are more likely to act if they feel there's something in it for them beyond just another ad.
One of the best parts about direct mail? It's easy to track. Unique URL's, QR codes and discount codes let you see what's working and improve each time. It's a way to keep refining your campaigns so they connect naturally with millennials.
Millennials may be tech-savvy, but that doesn’t mean they don’t appreciate a personal touch. Done correctly, direct mail can cut through the digital noise and offer a real connection. Ready to try it out? Let’s create campaigns that feel authentic, stand out, and make a lasting impression – both online and off.
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