You may think that millennials are only about the internet, but you would be wrong. This is one of the largest demographics, comprising about 92 million 18 - 34 year olds. If you want to tap into the power of these numbers, an effective direct mailing strategy will get them to sit up and take notice.
Why Millennials Love Direct Mail
Millennials respond well to direct mail campaigns for many reasons. In fact, more than half of millennials surveyed said they would ignore emails. Compare that to only 15% of respondents who said the same about direct mail.
How To Devise a Strategy That Works
This is a generation that is so attuned to technology that it's easy for them to tune it out. They're also super aware of scams and unreliable information. Direct mail instills trust. A recent survey revealed that 90% of millennials find information received through traditional mail more reliable and are more likely to trust companies who use it. There are 5 ways to make this work for your business.
1. Combine Traditional Mail With Digital Platforms
The millennial generation is media savvy, so you should learn to use digital media intelligently. Tie your direct mail campaign to social media. Even if you don't have an eCommerce website, you should have an online presence. Use it to build excitement while providing a way to interact with customers and generate leads.
2. Draw Them in With Imagery
This is also the meme generation. You don't have to be corny or hokey, but using imagery that draws customers in and makes them want to know more is an effective marketing technique.
3. Link to Current Trends or Events
Don't pander, but do use pop culture references to trending people, movies, and hot topics judiciously. This will make your marketing campaign seem fresh and relevant.
4. Make the Information Digestible
No one has time to read large chunks of text these days. A concise message, bolstered by an engaging photo, is more likely to be read. Leave plenty of white space, and format using use bullets points, numbered lists, and short paragraphs.
5. Don't Be Afraid to Be Unconventional
Traditional mail doesn't necessarily need to look traditional. Mailings in unusual shapes are eye-catching. You can even relate the shape to your product or service, if possible. Other winning strategies are gift cards, postcards, and greeting cards. Adding tasteful humor is also a nice touch that will make them remember you.
Millennials are the first generation to become fully immersed in a digital world almost from birth. Mail is something real and personal that they can hold in their hands. That kind of connection creates a favorable disposition. In order to complete that connection, you have to reach this demographic in a way that elicits a response. Keep it brief, don't be afraid to use humor, and add a sense of urgency.
Postlead offers company like yours a customization platform for reaching any demographic. You owe it to your business to request a free trial
of Postlead and see how it works for yourself. Contact us today
with questions today!