Millennials and Mail
In today’s Digital World, everyone is experiencing Digital Overload (seeing too much digital media). Digital marketing experts estimate that most Americans are exposed to 4,000 to 10,000 digital ads every day! Competing for the attention of your potential customer is getting tougher and tougher!
One particular customer segment companies are attempting to target due to their purchasing power is Millennials. Today, millennial consumers engage with brands via social media, website browsing, mobile app usage and text message subscriptions more than any other generation. With this segment born and raised on the internet, many companies quickly assume that this generation is only interested in digital media.
When compared to digital media however, print marketing has the ability to stand out. With Millennials receiving up to a hundred emails daily, it’s difficult making your business’s email offer stand out from the rest. Luckily, print mail is delivered much less frequently leading to less oversaturation. In one survey of Millennials, 62% of respondents said they had visited a store in the past month based on information received in the mail—more often than Gen Xers or boomers had (USPS). Though this demographic has grown up in a digital media landscape, they still interact with and enjoy direct mail. 75% of the respondents even said that receiving personal mail makes them feel special. This is the difference and effect that direct mail has with consumers.
Millennials may be digital natives, but it’s not the only medium they consume. One study shows that 33% of Millennials have an active subscription to a newspaper or magazine (USPS). And when they are online, they’re not always responding to digital marketing. In addition, only 19% of Millennials report opening marketing emails “always” or “frequently” (USPS).
Direct mail time and time again has been a leading driver for the Millennial demographic. These studies show the lasting impression that print advertising leaves on both the young and old demographics. By incorporating both digital and print tactics together, you create a more effective marketing campaign by allowing mail to gain interest and move consumers closer to purchase whether in-store or online!