While predictably receptive to online promotions and communications, research shows tech-savvy millennials have an unexpected affection for more traditional direct marketing.
“There’s just not as much clutter in traditional media, like print and mail, and it’s engaging to digital natives,” says Kate Dunn, Business Service Director at Keypoint Intelligence – InfoTrends.
However, not all mail will capture the hearts of millennial buyers. Here are three ways to win them over and inspire long-term loyalty:
- Get personal. Most appealing is customized, printed content that reflects a website they’ve visited or products they recently purchased, according to the Consumer Survey.
- Interactivity is important. Dunn notes that millennials are more likely to use a QR code to access special offers, coupons or video, bringing digital assets into the conversation. Augmented reality is another big hit, creating opportunities to bridge the gap between the physical and digital world.
- Multi-channel matters. You’ve captured their attention with a direct mail piece – don’t lose their initial engagement with a lackluster website. Ensure your website is well designed, mobile friendly and recognizable based on their first exposure to your brand, Dunn advises.