Over the past few decades, businesses have largely focused on marketing to millennials (born between 1981 and 1996) because they were the newer and younger generational group. This tendency created a lot of stereotypes and preconceived ideas about how to reach them. With technological advances and the new kids on the block (Generation Z) entering the picture, it’s time to re-assess what millennials really want and need.
Could it be that you have been using trendy marketing tactics to try to convert them without having done any real research? In this blog, we are taking the legwork out for you and giving you some eye-opening stats on millennials and direct mail.
First and foremost, millennials appreciate tech-savvy marketing. Marshall University President Brad D. Smith described them by saying:
“This generation has grown up with computing in the palm of their hands. They are more socially and globally connected through mobile Internet devices than any prior generation.”
However, just because millennials are hyper-connected to technology doesn’t mean they don’t still appreciate a good printed piece in their mailbox. The research shows quite the contrary! Millennials love getting mail, and new direct mail innovations are grabbing their attention.
Take a look at these stats:
- Millennials have the best perception of Retargeted Direct Mail. A “Retargeted” direct mail piece is one that is sent to someone who previously visited your website (with Website to Mailbox you can do this with anonymous visitors too), and 64% said they would be likely to read it. USPS (2021)
- They are the generation most likely to visit your website right after receiving a postcard in the mail.
- 47% of Millennials went to a brand’s website after receiving direct mail, which was the highest percentage of all age groups. USPS (2021)
- 82% of Millennials view print advertisements as more trustworthy than digital ads. USPS (2019)
- 62% of Millennials say they tend to read advertising mail they receive, rather than discard it without reading, whereas 33% said they use online ad blockers. USPS (2019)
- 62% of Millennials said they had visited a store in the past month based on information received in the mail—more often than Gen-Xers or Boomers. USPS (2019)
- 75% of Millennials said receiving personal mail makes them feel special. USPS (2019)
- 66% of Millennials bring marketing mail into retail stores. USPS (2019)
- 67% of Millennials use marketing mail as a prompt to go online. USPS (2019)
- 49% of Millennials prefer to shop at stores that advertise to them through the mail. USPS (2019)
- 40% of Millennials regularly purchase items featured in marketing mail. USPS (2019)
- When asked which form of marketing encourages people to take action, 30% of millennials went with direct mail and 24% went with email, even about the unwelcomed offers of companies. InfoTrends (2016)
If you liked reading this entry, check out this larger article that includes 82 direct mail statistics about many more topics!