Direct mail strategies for Millennials
Deliver Magazine recently interviewed Buzz Marketing Group CEO Tina Wells about the best way to market for Millennials - those born between 1985 and 2004 and representing a $43 billion market. It’s common knowledge that the younger generation responds well to online marketing via cellphones and computers, but how does a direct mail approach work? Is sending a Millennial direct mail worth it, or does it go unnoticed?
“[Direct mail] is an interesting situation,” Wells said. “There is such a thing as technology overload. If anything, mail is more welcome. It can counterbalance the tech side.”
The interview also goes on to point out that Millennials, though grouped in the same category, are all different individuals and respond to marketing strategies differently - much like any other demographic group. However, Wells noted that pairing a direct mail campaign with online efforts adds value for younger generations.
Although trends are indeed shifting to improved technology with more capabilities, Wells predicts there will still be a major role for mail and print marketing in the future.
“Mail crosses all generations,” she said.
Web-to-print software and materials can prove to be invaluable to capture the the attention of younger Millennials with high-quality design that appeals to their tastes and interests.