Contrary to what some may think, millennials are not solely glued to their screens. They appreciate tangible experiences and personalized interactions.
In fact, direct mail is a powerful tool for engaging this demographic.
Check out these top stats on the power of direct mail for reaching millennials.
- 62% of millennial consumers are more excited about direct mail now than they were a year ago. (2023)
- Millennials have the best perception of retargeted direct mail, and 64% said they would be likely to read it.
- 47% of millennials went to a brand’s website after receiving direct mail, which was the highest percentage of all age groups.
- 82% of millennials view print advertisements as more trustworthy than digital ads. USPS (2019)
- 62% of millennials say they tend to read advertising mail they receive, rather than discard it without reading, whereas 33% said they use online ad blockers.
- 62% of millennials said they had visited a store in the past month based on information received in the mail—more often than Gen-Xers or Boomers.
- 75% of millennials said receiving personal mail makes them feel special.
- 67% of millennials use marketing mail as a prompt to go online.
- 49% of millennials prefer to shop at stores that advertise to them through the mail.
- 40% of millennials regularly purchase items featured in marketing mail. USPS (2019)
Who are the Millennials?
Millennials, sometimes known as Generation Y, were born between 1981 and 1996. They are between the ages of 27 and 42. (as of 2023)
Contrary to stereotypes, millennials value authenticity and meaningful connections. They seek experiences that resonate with their values and interests.
While digital communication is prevalent, millennials appreciate the novelty and personal touch of physical mail.
Direct Mail Tips for Targeting Millennials
Personalization is Key
Millennials expect personalized experiences. They are a group more inclined to switch brands in search of better personalization. In particular, 41% of consumers from this generation are likely to switch to a different brand if given more personalized offers.
Personalize your direct mail campaigns and use messaging and imagery that reflects their preferences, interests, and behaviors.
Offer Value
Millennials are discerning consumers who appreciate brands that offer them something of worth. Provide them with exclusive discounts, access to limited-time offers, or valuable information that solves a problem or meets a need.
Nearly 70% of millennials will look for a deal before making a purchase. 80% say they’d try a new brand if it offered them a discount. By delivering tangible benefits, you give millennials a compelling reason to engage with your direct mail campaign.
Be Authentic
Transparency and authenticity are paramount when communicating with millennials. 90% of millennials say authenticity is an important factor when deciding which brands they like to support.
Avoid overly polished or sales-oriented language and instead, speak to them in a genuine and relatable manner. Share your brand story, values, and mission in a way that resonates with their desire for authenticity. By building trust through honest communication, you can forge deeper connections with millennial consumers.
Embrace Sustainability
Millennials are environmentally conscious and gravitate towards brands that prioritize sustainability. Gen Z and Millennial are generations that display the highest consideration for sustainability, with 94% and 93% respectively.
Showcase your commitment to eco-friendly practices in your direct mail campaigns by using recycled materials, minimizing waste, and highlighting your efforts to reduce your environmental footprint. By aligning with their values, you can appeal to millennials’ desire to support socially responsible brands.
Integrate with Digital Channels
Bridge the gap between offline and online experiences by incorporating digital elements into your direct mail strategy. For example, include QR codes that directs millennials to your website, social media platforms, or mobile app.
By seamlessly integrating with digital channels, you make it easier for millennials to engage with your brand online and continue the conversation beyond the mailbox.
When executed strategically, direct mail can be a highly effective way to connect with millennials and drive meaningful engagement. Don’t underestimate the power of direct mail in reaching millennials – it might just be the key to unlocking your brand’s success.
For more information and ideas for your direct mail campaigns, contact Welcome Wagon! Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting businesses with local residents in the community.
