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The Ultimate Guide to Millennial Marketing
on March 10, 2017
Reaching Millennials and Gen Z: The Power of Direct Mail
In the ever-evolving world of marketing, businesses must adapt their strategies to cater to the unique preferences and behaviors of different generations. Millennials, aged 18 to 34, and Generation Z, the generation following them, present both challenges and opportunities for marketers. While digital channels have become the primary focus for many, the effectiveness of direct mail in reaching these younger demographics should not be overlooked.
The Millennial Mindset
Millennials are a generation that has grown up with technology at their fingertips. They are often perceived as being skeptical of traditional advertising and prefer more personalized, authentic communication. However, this does not mean that direct mail is ineffective for this group. In fact, studies have shown that Millennials are more likely to engage with physical mail compared to older generations.
One key advantage of direct mail for Millennials is its ability to cut through the digital noise. With so much content vying for their attention online, a well-designed and targeted direct mail piece can stand out and capture their interest. Additionally, Millennials value experiences and personalization, and direct mail can be an effective way to deliver a more tangible and customized message.
Reaching Generation Z
Generation Z, the cohort following Millennials, is an even more tech-savvy and digitally-native group. However, this does not mean that direct mail should be overlooked. In fact, research suggests that Generation Z responds well to a combination of digital and physical marketing channels.
Direct mail can be particularly effective in reaching Generation Z by offering a unique and tactile experience. This generation has grown up in a world of instant gratification and digital interactions, and a well-crafted direct mail piece can provide a refreshing and memorable touchpoint. Additionally, direct mail can be used to drive Generation Z to engage with digital content, such as by including QR codes or personalized URLs.
Integrating Direct Mail and Digital
To maximize the impact of direct mail for Millennials and Generation Z, it’s essential to integrate it with digital marketing strategies. This can involve using direct mail to drive traffic to online content, or leveraging digital data to personalize and target direct mail campaigns.
By combining the tangible nature of direct mail with the personalization and interactivity of digital channels, businesses can create a more cohesive and effective marketing approach. This integrated approach can help to build brand awareness, foster engagement, and ultimately drive conversions among these younger generations.
Effective Direct Mail Marketing Strategies for Millennials and Gen Z
Millennials
- Millennials view direct mail as a way to establish emotional connections with brands . Incorporate design elements and personalization to encourage longer engagement with the mail piece.
- 95% of Millennials want brands to actively court them with personalized, promotional messages. Use direct mail to provide personalized product recommendations, abandoned cart reminders, or alerts about restocked items.
- Millennials are the most likely consumer group to purchase from a direct mail ad Make the path to purchase easy by incorporating digital elements like QR codes or personalized URLs.
- 55% of Millennials will ignore brands without a strong online presence or good reviews. Ensure your brand has a solid digital footprint and positive reviews before targeting Millennials with direct mail.
Generation Z
- Generation Z has an even shorter 8-second attention span compared to Millennials’ 12 seconds. Use short-form content and interactive elements in your direct mail to capture their interest.
- Like Millennials, Generation Z responds well to a combination of digital and physical marketing channels. Integrate your direct mail with digital touchpoints to create a cohesive, multi-channel experience.
- 70% of consumers, including Gen Z, say direct mail is more personal than online interactions. Leverage the tangible, emotional impact of direct mail to connect with this generation.
- As Generation Z starts to flex its buying power, direct mail strategies similar to those used for Millennials are likely to be effective.
In the ever-evolving landscape of marketing, businesses must be willing to adapt and explore new strategies to reach their target audiences. While digital channels have become increasingly important, the power of direct mail should not be overlooked, especially when it comes to engaging Millennials and Generation Z. By understanding the unique preferences and behaviors of these younger generations and integrating direct mail with digital marketing, businesses can create a more effective and impactful marketing strategy.
We offer a variety of omnichannel marketing options. This helps our clients and their customers experience the best of both the print and digital worlds. All printed documents have the option of having them viewed online or placed on social media platforms. Printed documents can incorporate digital technology with the use of QR codes and PURLS, or deals that can be activated digitally. Best of all, FSSI knows how Millennials think because the company employs Millennials.
Contact us at 714.436.3300 to speak to a marketing specialist.
Sources:
https://www.brandunited.com/article/direct-mail-millennials-vs-generation-z/