My brother Tim English, our VP and fearless leader at Superior Business Solutions, recently reviewed the results from a study conducted by the USPS. This study analyzed the reaction of millennials to direct mail campaigns. It turns out that millennials respond more positively and engage more with direct mail than they do to email and electronic outreach.
This is surprising, since the millennial generation is typically thought of as being tuned into devices and electronics. As Tim points out, there is good reason to be doubtful of these findings, since of course the USPS wants to encourage direct mailing campaigns over digital outreach. Although, it is worth taking a closer look at this information and what it means.
Engaging with Millennials Is Important
Marketing is not just about getting in touch with your millennials. Effective marketing needs to build a relationship with your audience. It needs to be memorable, and stay with your customers. Email communication is easy to overlook and delete. A direct mailer is something customers can hold in their hands. By reading a direct mail piece, customers can interact with a brand in a way that just does not happen digitally.
The Numbers Reveal the Power of Direct Mail Campaigns
The USPS report found some interesting facts. About half of all millennials do not respond to digital ads. In a single day a consumer is exposed to many digital ads. After a while, it can become easy for them to tune them out. On the other hand, only 15 percent of millennials ignore direct mail. There is a very significant difference in these numbers. This means a digital marketing campaign stands about a 50 percent chance of being opened and read, while there is a 85 percent chance of a direct mailer being opened and read. These are stunning numbers. Not all of the 85 percent of people who read the direct mailer will respond, but just getting people to read your message is a success. Your brand cannot engage with customers who do not read your outreach materials.
Create a Diverse Marketing Campaign
These are important numbers to consider when thinking about how to best market your brand. There is a place for digital marketing, but the USPS study has proven that there is certainly a place for direct mail marketing. These different forms of outreach can coincide. It is generally a good idea to include a web address, social media info, or even a QR code on your direct mailer pieces, so consumers can follow up and take your relationship further. For more details on the USPS study check out Tim’s post.