Direct Mail Still Delivers

March 28th, 2016 by

While marketers are busy obsessing over digital, direct mail still delivers – especially when it comes to Millennials.

Here are some statistics that marketers need to remember when they are allocating marketing budgets:

The percentages of millennials who pay attention to advertising in direct mail (77%), retail inserts (73%), catalogs (54%), magazines (51%), and email (51%), on the Internet (50%), and via mobile text (48%)

According to a Gallup Poll, 95% of adults between 18 and 29 feel positively about receiving personal mail. They enjoy the tactile experience, use it to link to video content or promotional offers, even share it with friends. Though this demographic has grown up in a digital media landscape, they still interact with and enjoy direct mail. Studies have shown that 90% of people ages 25 to 34 find direct mail reliable, and 87% like receiving it.

Marketers need to plan a cohesive omni-channel experience. By mentioning social media in direct mail copy, brands can bridge the gap between the print and digital worlds. BTW – this age group actually trusts the information they receive in the mail over other media. 82% of millennials view messages printed on paper as more trustworthy than digital messages. When considering all the players in an omni-channel marketing campaign, direct mail still delivers and can be used to deliver the most valuable messaging.

The Real Estate and Mortgage industries are heavy direct mail marketers to millennials.  Nielsen also published a report of marketing Health Care services to Millennials. Click HERE to read it.  Credit Unions are also big mailers to millennials.

 

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