Say it out loud - tangible. It’s a good word, right? I like things that are real and that I can touch (and no, it’s not just because of my industry). I know many others who agree with me, especially millennials. I know from firsthand experience because I have two of them. Maybe that’s why I praise direct mail so much. In a world of digital fatigue, my kids LOVE getting mail addressed to them.
Direct mail cannot be clicked away. It has a certain “shelf life.” And, it truly does fit into the omnichannel world. There are plenty of good examples of direct mail helping to integrate online marketing with offline. Consider using direct mail to point millennials to your social media channels or send them compelling offers.
Why? Because 82% of millennials sort their mail, determining what to keep – advertising mail, coupons, and promotional flyers – as opposed to only 76% of non-millennials, proving that direct mail is an important way to reach them, according to the study conducted by Summit Research and published by the USPS.
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. If you are reading this blog, then you can probably also relate.
The easiest way to cut through the noise is to transform data and digital intent into tangible media delivered to their home. Your engagement will go up because people simply pay more attention to offers in the mail versus digital pop-up ads that flash before their eyes. As a matter of fact, digital ads are viewed as intrusive, but direct mail is not.
A reported 67% of millennials prefer to shop on e-commerce sites, often researching online before they buy no matter where they purchase. What’s more, millennials are emerging as heavy coupon users. Getting in front of them early in the research phase is key. So don’t skip paper in your quest to reach your audience.
No matter what the age of your target, the customer experience is key to great omnichannel marketing. Keep these pointers in mind while you are working on your tangible piece:
- Every customer is different. Give them convenience with multiple ways to respond to your offer for the best ROI.
- Keep the cadence for customers the same, independent of what channel they respond to by creating a workflow that accomplishes this.
- Ensure that your all of your touch points have a consistent look and feel and tie-in to each other.
- Personalize your marketing as much as possible for the best engagement.
We’ve come full circle and it is time to once again engage people in an environment free of distractions and noise. If you need pointers for designing your next direct mail or omnichannel campaign, we are here to help!
Until then, excuse me. I’ve got mail.
Photo by Brian Patrick Tagalog on Unsplash