Since the early 2000s many marketers have placed all of their eggs in one basket – the digital one – leaving print out of the mix. And you would think that reaching Millennials in digital channels is the best strategy, but what if you could successfully use paper to drive them to those channels first? You can, and we know it works.
Millennial consumers have digital experiences that are dominated by a constant rotation of devices and screen time filled with commercial and editorial content, instant messages, alerts, pop-ups, and so on.
To cut through the noise, consider using direct mail to point Millennials to your social media channels, or send them compelling offers. In other words, use print to market around the digital fatigue.
The proof really is in the pudding. Customers are always shocked when we share this statistic from Summit Research: 82% of Millennials sort their mail to see what to keep – including advertising mail, coupons, and flyers – as opposed to only 76% of non-Millennials. Those are high numbers, proving that direct mail an important way to reach them.
With a tangible marketing piece, your engagement will go up because people pay more attention to offers in the mail versus digital pop-up ads that flash on the screen. Digital ads can be viewed as intrusive, but direct mail is not.
Millennials are often on a tight budget, so it makes sense that they are emerging as heavy coupon users. It’s important to get in front of them early in the research phase to make sure your brand is in the running. So don’t skip print in your quest to reach your audience. And, just because your customer placed an order with his or her mobile device, don’t assume that mobile communications drove the action!
For starters, a great way to go is to appeal to the values of Millennials and incorporate multimedia, like bar codes or link directly to an interactive experience. Being authentic is very important since Millennials find traditional advertising untrustworthy. Also, keep in mind that every customer is different, so give them multiple ways to respond to your offer for the best ROI.
If you understand this generation, then you know Millennials are compassionate and want to improve the world by helping to make an impact. Campaigns that donate a percentage of profits to a cause they can get behind, or that show corporate responsibility will leave a lasting impression on your target Millennial.
No doubt we have come full circle, and it is time to once again engage people in an environment mostly free of distractions and noise – at least the digital kind. If you need pointers crafting your next direct mail or omnichannel campaign, we are here to help!