Soon, companies will be relying on millennials to make ends meet, but in order to do that, it’s important to separate fact from fiction.
Did you know that approximately 10,000 baby boomer retire every single day? Baby boomers are leaving the business world at an incredible rate, and generation x-ers aren’t too far behind. More and more, companies are having to rely on consumers who are millennials, and that can present some new challenges for marketers. Part of these new challenges comes from the fact that there is a lot of misinformation out there about what kind of advertising is effective for millennials, particularly where direct mail marketing is concerned. But, luckily, Worcester Envelope Company is here to set the record straight, giving you the information you need to create the most effective, targeted campaign for the millennials that your business relies on.
Myth #1. The only way to engage millennials is online.
It may or may not come as a surprise to you to learn that 98 percent of millennials own a smartphone. And, according to one study from 2014, the average millennial spends 18 hours a day online. With all of that time spent online and the easy accessibility to the internet with smartphones, it’s easy to assume that online advertising is the best way to target millennials. However, with all of that time spent online, millennials have also gotten very good at ignoring digital advertising, like email marketing, pop-up ads and retargeting ads. In fact, almost 50 percent of millennials say that they ignore these kinds of ads, whereas only about 15 percent say they ignore direct mail ads. So, if you’re trying to reach millennials, putting all of your ad dollars into a digital marketing strategy probably won’t get you the kind of results you want.
Myth #2. Direct mail is an ineffective way to reach millennials.
Many companies have bought into the lie that direct mail is dead, or it’s at least less effective than it used to be. But, the fact of the matter is that it’s still a strategy that can get you a higher return on investment than many of the digital strategies companies have ditched direct mail for, and millennials are a big part of the reason for that. Most millennials actually put a higher value on print than they do on digital advertising. Studies have shown that consumers that are overly engaged in the digital world will often get fatigued, making digital ads much less effective, and around 88 percent of millennials think of print content as more official and trustworthy than digital content. Additionally, direct mail helps to elicit a more powerful emotional reaction among millennials than digital advertising, which means that it makes a stronger impression on them.
Myth #3. Millennials don’t read direct mail.
It’s hard to believe that, in a world where instant gratification is everything, millennials would actually take the time to read direct mail. After all, a mailer will have no gifs or videos, nor can they share it with their friends on social media. However, 84 percent of millennials say that they read through their physical mail on a regular basis, making millennials more likely to read direct mail than people from previous generations. Not only do millennials actually read direct, but studies have shown that they actually prefer direct mail to digital marketing strategies. When asked how they would prefer to receive promotional offers and ads, a whopping 90 percent of millennials say that they would rather receive them through postal delivery. What’s more is that 87 percent say that they actually like and look forward to receiving direct mail offers.
Myth #4. Millennials don’t respond to direct mail.
Many companies have given up on direct mail marketing, believing the myth that they won’t get the kind of response rates they want out of it. However, if you’re still holding on to direct mail, you’ll be glad you did, because is it actually one of the most successful advertising strategies for millennials out there. In the same way that millennials have been inundated with and grown immune to digital advertising, many people in previous generations feel that same way about direct mail. But, since millennials are exposed to direct mail much less frequently than previous generations, they have not yet become immune to its effects. In fact, studies show that around 87 percent of millennials say they actually like receiving direct mail and 92 percent say that their purchase decisions are influenced by direct mail, because of that, the response rate for direct mail is almost six times higher than the response rate of email marketing.
When you want to target millennials, don’t discount direct mail.
We are very much in the digital age, and while everything from shopping to reading the news has gone digital, direct mail marketing is alive and well, particularly where millennials are concerned. And, as businesses come to rely on millennials more and more, it’s important to choose a strategy that will work for them. That’s not to say that direct mail marketing is the only strategy you should employ; it can actually benefit a digital marketing strategy, and vice versa. But, you shouldn’t ditch direct mail completely for email marketing or other digital strategies, nor should you ditch your digital strategies for direct mail.
Although direct mail can be a powerful tool for targeting millennials, not every campaign is equally effective, and that’s where Worcester Envelope Company comes in. We offer custom business envelopes that are designed to entice readers and increase your campaign’s open rate. Contact us today to get your free product quote.