Grown Up Just Like You Mom and Dad. I Read My Direct Mail Too.
Russell M. Kern
I work with CEOs, CHROs and Senior L&D Executives to develop Team Leaders and Managers to get their teams to start working like a team. I reduce team conflicts, improve collaboration, creativity and increase retention.
For years, the worry among us old school direct marketers and large volume mailers was the new digitally centric Millennials won't open, read or respond to our direct mail. Thanks to a recent USPS study, we now know, our kids have grown up just like us boomer. Here's some starling findings from the report:
- 84% of Millennials take the time to look through their mail
- 77% pay attention to direct mail advertising
- 90% think direct mail is reliable
- And 87% actually like receiving direct mail....Go Figure!
The good news is it now easy to integrate digital advertising and direct mail advertising strategies and tactics. Millennials will respond to direct mail even more when new school digital technologies are integrated into old school direct mail pieces. For example, using message or brand relevant visual QR codes that are easily read by smartphones or providing links to augmented reality experiences will enhance engagement or using personal and tactile print technologies to awaken a readers senses.
What to know more?
Take a few minutes to download the read the USPS study, Still Relevant: A look at How Millennials Respond to Direct Mail.
Vice President of Demand Generation & Field Marketing | Technology Marketing Executive | Sales-Focused Marketer | Growth Agent
6yRussell Kern - I enjoyed you sharing this! It's about the right channel at the right time. And, daily mail is like having a birthday every day - you just have to manage your expectations when you open the mailbox. Some ‘birthdays’ are better than others, but it's worth the effort to see what's in the box (in my humble opinion as a passionate marketer).