Direct Mail: The Preferred Form of Advertising For Millennials

Even by conservative estimates, Millennials (currently aged 22 to 37) now outnumber the large generation of Baby Boomers, so it’s not surprising they have been an increasing focus for marketers over the past decade.

As a marketer or business owner, one important habit to acknowledge is the fact that Millennials do indeed like receiving mail.

Despite the virtual firehose of information and messaging that Millennials receive through their mobile devices, direct mail is what breaks through the clutter.

Research has shown that 90% of people within the Millenial age group find direct mail reliable, and 87% of them enjoy receiving it.

In addition, more than six out of ten Millennials said they like receiving coupons through the mail from restaurants and other businesses, and more than half said they like receiving ads from such businesses. 

Therefore, one of the most pervasive ideas about Millennials and Millenial B2B buyers, which is that they’re all digital addicts who prefer to do everything online, is not entirely true.

In fact, nearly half of Millennials say they ignore digital ads, but only 15% of them say they ignore direct mail.

Possibly the most important statistic is that 82% of Millennials trust messaging printed on paper more than they trust digital messaging. 

Not only are Millennials reading through direct mail pieces, they are also responding to them. Research shows that 62% of Millennials said they have visited a store in the past month based on information they received in the mail. 

This means you have the opportunity to use personalized, eye-catching direct mail to increase engagement and impact. Now although the tactile nature of direct mail is one of its main advantages, combining direct mail with digital and social media can extend the campaign even further.

Millennials and the Millennial-Minded are causing marketers to take a new look at how they approach consumers. After years of emphasis on digital marketing, direct mail is experiencing a renaissance with these consumers who view it as a refreshing change.

And since Money Mailer provides a marketing system that does everything for the local merchant on a multi-media platform: Direct Mail, Internet, Mobile Apps, Social Media – you have everything you need to reach Millennials in the way they prefer to be reached.

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