Myths about Millennials
Despite the ridiculous rumors that Millennials don’t respond to traditional marketing channels, the truth of the matter is that Millennials actually put their smartphones down and go through the content of their mailboxes.
The human response to the same creative message in physical and digital format, studied in a neuromarketing research by Canada Post, shows that people of ANY AGE assimilate, remember and react much better to a print advertising over the digital.
How & Why Millennials Read Their Mail
of Millennials look through their mail on a regular basis.
would rather search for useful information in the mail than email.
MYTH 1. Direct Mail Doesn’t Work with Millennials
MYTH 2. Millennials are Glued to Their Smartphones
Believe it or not, Millennials actually put their addiction to their smartphones away more often than you think. They make about 31% of magazine and 20% of newspaper readers. Worth to mention is that similar to all other age groups, a large number of Millennials ignore digital advertising and think that printed advertising is more formal and trustworthy.
Half of the Millennials responded that they IGNORE DIGITAL ADS
Yet only 15% say they IGNORE DIRECT MAIL
What Millennials Ignore
MYTH 3. Millennials Think Direct Mail is Unrealiable
Studies have shown that 90% of people ages 25 to 34 find direct mail reliable, and 87% like receiving it.
Direct Mail vs Digital
Despite the fact that Direct Mail has slightly higher acquisition cost, the much higher Response Rate comparing to any digital channel, makes it worth including in your marketing mix.
MYTH 4. Millennials Don’t Trust Direct Mail
Quite the opposite ... Studies had shown that Millennials actually trust the information they receive in the mail over any other traditional or digital media.
How Millennials Interact with Mail
Pay attention to Direct Mail Advertising.
Think Direct Mail Advertising is reliable.
Made a purchase following a Direct Mail Offer.
Like receiving Direct Mail.
MYTH 5. Millennials does not respond to Direct Mail
Wrong again. Only in 2014, 28.9 million Millennials made a purchase from a catalog, and it happened despite the fact that as general rule Millennials are not the target demographic for any type of Direct Mail campaigns. It’s time for Marketers to change their perception!
Buy One Get One Free
What Offers Millennials Responded To
Percent Off the Total Purchase
Responded to Gift Card
Lowest Price for The Day
Millennials VS Non-Millennials
TIPS: How To Engage Millennials
A Look At How Millennials Respond To Direct Mail - A USPS Delivers Publication
Milena Marguenski / US Presort