Reaching Millennials through Direct Mail Marketing
Millennials have dominated the demographic conversation for close to a decade now. As they continue growing to become the most influential consumers in America (and probably the world), it becomes more and more important to know precisely how to communicate with this group through your marketing efforts.
When it comes to direct mail marketing, there are some principles to keep in mind and some tactics that can help your campaign better connect with Millennials on a level to which they can relate and, more importantly, on a level to which they can respond.
Here are the top three direct mail strategies that need to be considered.
Visual Mailings Matter
You’re dealing with a generation that was, by in large, raised by the Internet. That means any mailings you send out must have strong visual appeal in order to capture the attention of a group that is accustomed to heavy visual imagery on the social media platforms they frequent.
Millennials Care about Lifestyle over Earnings
Everyone being marketed to naturally has a “what’s in it for me?” kind of attitude. Millennials express this same behavior, but their outlook is unique from other generations. A recent study showed the two out of three Millennials prefer earning $40,000 at a job they love rather than $100,000 at a job that doesn’t fulfill their passions. That’s a clear indicator that not only is money not their main motivation, but that their outlook extends to their overall views of the environment and businesses.
Don’t Get Too Formal
You’re dealing with a generation that believes it should be okay to come into the office with a T-shirt and hat—if you come into the office at all. Being formal is not the way to go with Millennials, and the copy you produce in your direct mail pieces should be as casual as possible. It’s still important to maintain your brand’s identity and not bend too far to cater to this group, but throwing in a few slang words might earn you some cool points and get Millennials to take the next step with your product.
The more info the better, so we’ll give you one more tip on what you should be thinking about when creating direct mail pieces specifically for Millennials. We mentioned that this is a generation that grew up online, so linking your direct mail campaign to some kind of online platform is probably a good idea. Specifically, including some kind of mobile connection will surely increase your engagement rate and help convert millennial targets. Thinking about it practically, when is the last time you saw a 20- or 30-something without a mobile device?
Macromark knows how important it is to understand the demographic you are marketing to. We have mailing lists that reach all different demographics, including Millennials. Millennials certainly do require a certain kind of treatment, as do any of your other targets. The more you prepare by understanding the characteristics of your targets, the more successful your campaign will be.
We’ve been helping clients for the past three decades by providing targeted lists and leading them through the direct mail marketing process. Learn more about Macromark and how we can help you business by contacting us today.
Patrick, J., “7 Tips to Connect with Millennials Through Direct Mail Marketing,” Retail Merchandiser, February 18, 2016; http://www.retail-merchandiser.com/blog/2802-7-tips-to-connect-with-millennials-through-direct-marketing.
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