Direct Mail Marketing Millennials and Gen Z
In a time when teens and young adults seem glued to their smartphone screens and social media, one might easily assume that using direct mail advertising services to market to the younger generation is a waste of marketing dollars. After all, Millennials (born after 1980) and Generation Z-ers (born after 1995) have basically ushered in the digital age. They live on social media, stream TV shows and movies on demand rather than watch them live, and seem to have little interest in mass media marketing. Right?
Not so fast.
Millennials Love Direct Mail Advertising
The numbers don't lie. Lending Science has produced some eye-opening statistics that basically debunk the misconceptions we have had about how teens and young adults respond to physical marketing mail. Let's look at just a few tidbits from their findings:
• 87 percent of millennials enjoy getting physical mail.
• 84 percent take the time to read physical direct mail.
• 77 percent pay attention to direct mail advertising, while nearly 50 percent ignore digital ads.
• 57 percent have made purchases based on direct mail offers.
In addition, millennials are actually more likely to scan physical mail than their non-millennial counterparts! In other words, the younger generation isn't less responsive to direct mail, but in fact more responsive to it!
Maximizing Direct Mail Marketing Campaigns to Millennials and Gen. Z
So if we've had it all wrong, and if millennials and Generation Z-ers actually do read their direct mail, what can you do to make the most of this information if you want to market to them? Some tips that may help:
• Use hyper-targeted mailing lists. The younger generation reads their mail, but they respond to different stimuli than the average adult. Every Door Direct Mail campaigns won't be as effective with millennials even if they do read your pieces. For best results, use a targeted mailing list and craft your mail pieces specifically to appeal to the younger set.
• Test. A lot. Try testing slightly different pieces on segments of your mailing list (e.g., a different CTA or a different font) to see which pieces generate more responses. Keep honing your approach.
• Stay engaged. Millennials and Gen Z may read their mail, but that doesn't mean they will respond to your first offer. It takes at least seven touch points for them to remember your brand, and as much as two dozen or more touches for them to actually trust you.
At Mail King USA, we offer a full array of products and direct mail advertising services to help you reach millennials, Generation Z and other demographics more effectively with direct mail advertising. To learn more, give us a call at (916) 296-0545 or fill out our quote request form today.
