Remember when marketing gurus were calling direct mail “dead,” drowned by a wave of digital, mobile, and social technologies? Well, research keeps resurrecting mail from its low-tech tomb. In fact, recent studies find that Millennials–the 22- to 36-year-old, tech-savvy generation supposedly addicted to mobile devices and digital networking–are bigger fans of direct mail than older generations in some ways! That’s information that printers, mailing services, and a list broker and direct marketing consultant like AccuList USA can use to convince clients who hesitate over direct mail spending.
Millennials Like Direct Mail in General
For example, a recent study by InfoTrends and Prinova found that response rates for direct mail remain high for all demographics, including Millennials, who open direct mail received at the same high rate of 66% as recipients overall. More significantly, Milennials as a group respond faster to mail–within 2.4 months–which is less than the average response time for all respondents. Plus, the InfoTrends research found that a big 63% of Millennials who responded to a direct mail piece within that three-month period actually made a purchase! Along similar lines, the U.S. Postal Service (USPS) and the American Association of Political Consultants (AAPC) conducted a survey on direct mail’s political impact on Millennials and found that at least 42% of Millennials prefer direct mail political ads over online ads, that twice as many thoroughly read political mail, and that Millennials are more likely to be prompted to action by mail, with 66% likely to research the candidate and 54% visiting the candidate’s website after receiving mail.
But Millennials Also Prefer Specific Mail Tactics
However, research also shows that all mail pieces are not created equal. Mailings that resonate best with Millennials are targeted and personalized, per research. Luckily, sophisticated targeting and personalization are possible with today’s variable printing, programmatic and automation programs, and database segmentation and analytics. Millennials demand printing quality as well, with one quarter of surveyed 25- to 34-year-olds saying they opened direct mail because of the print and image quality. Mailers going beyond the standard No. 10 envelope–including 3-D dimensional mailers, pop-ups and intricately folded pieces–are playing to this audience that appreciates visual creativity. Plus, engaging copy counts, with 25% of that same surveyed group saying they consider reading direct mail a leisure activity. That doesn’t mean that printed mail can be divorced from Millennials’ digital lifestyle. Data in eMarketer’s survey report “US Millennial Shoppers 2017” shows that Millennials prefer digital shopping, even while in stores, and are comfortable with mobile shopping. The Millennial preference for digital/mobile shopping means that integrating print and digital–via QR, AR, or PURL–can significantly boost response, as shown in multiple studies. Research also shows that video is a response-getter for Millennials’ digital promotions. And now mailers have the printing technology to jump on the video bandwagon with audio players and video screens incorporated in direct mail.
For a good overview of recent data on direct mail and Millennials, see this article from The Financial Brand.