How to Direct Market To Millennial Letterboxes
Image credit: Priscilla Du Preez Unsplash
Millenials, currently aged between 20 and 36) don’t read direct mail because they’re too busy on their smartphones and tablets?
Wrong, if the research is right.
QG recently found in its survey that 77% actually pay attention to direct mail that marketers deliver in their letterboxes. Millennials, it finds, actually quite like tangible direct mail, they might even share it with friends if they like your messaging enough.
Better still, this demographic – more educated, more connected. More diverse and media savvy than any previous generation – is rapidly emerging as the most influential generation of consumers.
By 2020, Millennial spending power in the US will reach an estimated $1.4 trillion annually – right as they approach key life milestones such as getting married, purchasing a home and becoming parents.
Millennials drive when, where and how to engage with the direct marketing messages they want to receive, the products they want to buy and the brands they support. So what makes them sit up, take notice and make a purchase?
…They value print and when it’s interactive, the millennial customer experience is optimised.
Making Millennial Direct Marketing Work:
Forbes recently published an article “Direct Marketing Is Thriving In Millennial Mailboxes: Here’s How To Make The Most Of It” which we thought was interesting enough to share.
It recommends the following 3 strategies to make your direct marketing to millennials campaigns work effectively.
1. BUILD A GREAT MAILING LIST
We live in a data-rich world where direct marketers can customise to their heart’s content. By leveraging big data, direct marketers can build sophisticated campaigns based upon key criteria such as demographics, behaviour and attitudes, life events and many other options.
2. TEST AND TRACK EVERYTHING
We’ve said this before, test using A/B spilt testing, tweak for optimal performance and track ROI. Consider QR codes to assist with tracking conversion.
3. MULTIPLY YOUR TOUCH POINTS
If at first you don’t succeed, don’t give up! Give your campaign sufficient time and investment and reach your audience at least 3 times before you give up on it..
What This Means For Direct Marketers
With millennials quickly becoming one of the biggest global consumer markets, use this opportunity to reconsider direct mail as a tool to reach them. While you might think direct mail is somewhat old fashioned, research shows that millennials may not agree with you.
Direct Mail Corporation stays abreast of the latest trends of direct mail. Talk to us about how we can help you efficiently manage direct marketing campaign, increase response and give you that much needed competitive edge with millennials.