in Direct Mail
Turns out their phones are saturated with advertising. Their mailboxes, not so much.
Young consumers embrace direct mail
Response rates high among Gen Z and Millennial consumers
Sometimes it seems that young folks are always staring at their phones. It turns out that nevertheless, digital marketing may not be the best way to reach them.
A slew of research is demonstrating the effectiveness of direct mail in getting Millennials and Gen Zs to respond to calls to action. Entrepreneur Magazine recently did an interesting piece on the trend with some specific examples and links to the research. We found this observation especially interesting:
"One of the most attractive perks to baking offline marketing into your online practices is that physical mailboxes are far less cluttered than their digital counterparts. According to the United States Postal Service, the average household gets 454 pieces of mail annually. By contrast, Tech Jury research suggests most consumers can expect 120 emails to land in their inboxes daily. In other words, the odds of someone opening an unsolicited card are much higher than of the same person scouring an email."
Young folks favor brands that feel "authentic". One of the upshots of the research: the tone and call to action that might work with an older audience may need to be modified to work well with younger consumers.
Give your saleperson a call to discuss ways to integrate direct mail into your overall marketing effort.
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