Millennials are those Gen Yers who range in age from teens to approaching 30 and often have Baby Boomers for parents. This is the generation that grew up opening their inboxes more often than their mailboxes. While it may seem counterintuitive for marketers to turn to direct mail to reach them, this large group of smart, influential and wired consumers—roughly 80 million strong— is very receptive to direct mail.
Even though Millennials are often found researching and recommending products through digital and mobile avenues, there are some interesting facts in the 2009 Channel Preference Study by Exact Target that support targeting Millennials in direct mail campaigns:
- 62% of 18 to 24-year-olds are most likely to be influenced by direct mail.
- 75% of 25 to 34-year-olds have made a purchase resulting from direct mail.
It seems that because Millennials receive so much digital communication, direct mail has a novelty effect. It breaks through the clutter to deliver an effective and memorable message. According to a study by Epsilon, this is especially the case for certain categories, like insurance and cleaning products, which are categories that 18 to 34 year olds prefer to research through offline materials (i.e. direct mail).
If you plan to target Millennials, personalization should be a key element of your campaign. These consumers expect images and content that are very tailored to their interests and lifestyle. So be sure to engage your creative team and production partners to construct designs, offers and supporting digital elements that will resonate with them.
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