There is a significant amount of debate surrounding direct mail marketing and millennials. Although the younger generation spends most of its time cavorting on digital platforms, they still very much trust direct mail marketing campaigns. In fact, a recent survey found that 90% of millennials consider direct mail advertising to be reliable. In order to fully take advantage of this, your direct mail strategies must suit their needs and interests. Let’s take a look at just how this can be done.
Direct Mail Marketing and Millennials:
Build A Laser-Targeted Mailing List
Gone are the days of blindly reaching for customers; in this modern era, you’ve got a lot of accurate information at your fingertips regarding demographics. By leveraging this information, you can pinpoint the right people to target for your campaign; focus on demographics, behaviors, and life events. This will help to create a campaign that is relevant and even exciting for consumers.
Test and Track Everything
Despite your best efforts, no campaign will be perfectly suited for every consumer out there. The key is understanding what is working the best (and what isn’t) so you can take steps toward a more impactful campaign in the future; you can do this by testing and tracking every new campaign or strategy you implement. In turn, you’ll be able to make the most out of your marketing budget and see higher returns on investments.
Multiply Your Touch Points
Not every plan works immediately, which is why the “3-7-27” rule of prospecting exists. If you can get your message in front of a consumer three times, they’ll be able to recall who you are; after seven times, they’ll remember you or your brand; after 27 times, they’ll trust you. As a result of this rule, it’s important that you not abandon a campaign too soon — it may end up working out a little farther down the line.
At the end of the day, the details of your mail marketing services determine how successful your campaign is. If you’re reaching the right people and are saying the right things, but you’re not keeping comprehensive data on their responses or behavior, it will be impossible to figure out what is working and what isn’t. By following the above tips, you can ensure that you’re gleaming every ounce of useful data as possible from your direct mail marketing campaign and reaching the younger generation of millennials.