For some reason, direct mail has gotten a bad rep with marketers who are trying to reach a millennial audience, especially if their goal is to get them to visit their website. Sure, with digital marketing, a visit to a website is just a click away, but what most marketers don’t realize is that direct mail can be just as effective at driving millennials to your website, and here’s why:
Direct Mail Gets Noticed
According to MarketingProfs, half of millennials surveyed ignore digital ads, yet only 15% say they ignore direct mail. There are just too many digital ads out there to make an impact, and standing out is very tricky. It’s become white noise to millennials who have grown up learning how to install ad blockers and turn off their brains to flashing banners and pop-up videos while surfing the web.
It also comes down to an issue of trust. As my colleague Alan Sherman noted in his latest blog, internet ads have become a breeding ground for scams and fraud attacks. However, mail is much less likely to be a trap, and millennials know it. 90% of millennials find direct mail reliable, which is probably why 64% would rather search for useful information in physical mail than in email, and 57% made a purchase after receiving a direct mail offer.
If you’re sick of digital ads spamming your inbox and social media, and you know you can trust mail, wouldn’t you turn to mailed offers when making a purchasing decision? Millennials do!
77% of millennials pay attention to direct mail, and what’s more, 87% say they like receiving direct mail. So, yeah, mail gets noticed.
Direct Mail Creates Intrigue
The whole purpose of a mailpiece is to drive response to a call center, brick-and-mortar location, or a website. And with that one goal in mind, savvy marketers do everything they can to spark a reader’s interest and gain a response.
A well designed, carefully crafted direct mail piece offers a prospect just enough information to create interest and the desire to know more. It lists the best benefits, the greatest features, and all the ways your problems will be solved if you make a purchase. It doesn’t cover every little detail; if it did, readers would be turned off by all the small print and number of forms, especially millennials who love short, to-the-point, Twitter-esque messages.
Direct mail design plays a huge role in creating intrigue with its use of formats, graphics, colors, and personalization (read any of our Executive Creative Director Mike Dietz’s blogs). All the design elements, from the font size to the envelope format, are assembled to attract attention and guide the prospect’s eyes to the most important messaging points, building intrigue and a desire to learn more every step of the way.
Direct Mail Makes Going Online Easy
The only thing keeping millennials from using a direct mail piece to access your website is you. Make your call-to-action easy to use and understand and millennials won’t have an issue with pulling out their phones to scan a QR code (which, by the way, has been made infinitely easier for Apple users through the new iPhone software), or type in a short URL. Bonus points if it’s a personalized landing page (and if you don’t know why, read Brent Doering’s recent blog on the power of driving prospects from a mailpiece to a personalized landing page).
Whether it’s a digital ad or a direct mail piece, the real hurdle in getting millennials to visit your site is making it worth their while. Offer videos, articles, and other relevant content to sweeten the deal and make going online a no-brainer. Need more tips for how to reach millennials by using direct mail in combination with other channels? Download our free compilation here.
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