Contrary to popular belief, millennials do read direct mail. In fact, research has found that about 77% of millennials actually pay attention to direct mail advertising. But it is important to know what millennials are looking for in a direct mail campaign in order to make it successful. So if you have a direct mail campaign in mind, here are a few ways you can ensure it attracts the attention of your millennial audience.
Make it personal
One of the main things millennials look for in direct mail advertising is personalization. And with customers saying only 31% of the direct mail they receive incorporates useful personalized content, it’s crucial to go beyond just using their name. Putting other personal elements like a birthday coupon or their reward program balance could give you that extra edge against competitors. Working with a direct mail and printing company to create direct mail that focuses on individualism is key when trying to appeal to millennials.
Link it to digital platforms
While millennials do check and read their mail, they often put a heavier focus on online marketing. This is why combining direct mail and digital platforms could be beneficial. Direct mail should be used to lead consumers to online resources. This can be done by including links to social media and websites or even adding QR codes for increased convenience. Combining print and digital marketing tactics is a great way to get the attention of younger generations.
Use an emotional angle
Millennials are known for taking action when something is important to them. This is why more and more marketers are working with a direct mail and printing company to create campaigns that make emotional appeals to their customers. Making a social statement and showing how the company is making an impact in the world is a great way to attract a younger audience. Pledging to make donations, talking about the support of specific causes, or even just using the right colors and pictures can make a huge difference in standing out in the pile of mail.
While millennials do read their mail, it takes a little more effort to actually catch their attention. So consider implementing one of these tips and your direct mail campaign is sure to appeal to the millennial audience.