Macromark Weighs in on Study Showing Millennials’ Engagement with Political Direct Mail
Macromark (www.Macromark.com), a progressive direct mail company specializing in acquisition, retention and monetization, is weighing in on a study showing that Millennials have high engagement with political direct mail.
A recent study conducted by the U.S Postal Service (USPS) and the American Association of Political Consultants (AAPS) explored the attitudes of Millennials in response to political direct mail. The results showed that Millennials are expected to represent 20% of voters during the upcoming presidential election. (Source: “Study: Direct Mail Plays Critical Role in Reaching Millennial Voters,” United States Postal Service web site, May 2, 2016; https://about.usps.com/news/national-releases/2016/pr16_035.htm.)
“People just automatically assume Millennials will respond better to digital channels and tune out any other kind of marketing effort,” says Dave Klein, president of Macromark. “This study proves that this thinking is false and that Millennials in fact respond at a high rate to political direct mail marketing campaigns.”
Findings from the study showed that 38% of Millennials favor both direct mail and online political ads while 42% actually prefer direct mail. What’s more surprising in the study is that 40% of Millennials will read political direct mail ads thoroughly compared to just 18% of non-Millennials.
“I think marketers have to be careful with how they categorize this generation,” Klein observes. “Millennials are intelligent, motivated, and care very much about the future of this country. This study offers some proof of this reality and marketers need to take note and not be afraid to apply this knowledge to other industries.”
In line with their online behavior, the study showed that over half of Millennials will visit a candidate’s web site after receiving a piece of direct mail. Further, 78% discuss political mail with colleagues, compared to just 63% of non-Millennials.
“What is happening here is that Millennials have the capacity to interact at a high rate with direct mail pieces,” Klein concludes. “The challenge is to send them information that matters in a manner which is intriguing and can lead to online action.”
Macromark continues to be one of the top direct mail marketing companies in the country.