As Millennials become a more prominent spending demographic, marketers are trying different tactics to reach these elusive customers. Exceptionally media-savvy, they gravitate towards messages that are authentic, innovative, and creative. Usually, marketers interpret that to mean “digital,” but a recent USPS study cited by MarketingProfs shows Millennials do enjoy and respond to direct marketing.

For example, the study showed that 84% of them look through their mail on a regular basis and are more likely than other generations to share what they see in the mail with other people.

When it comes to advertising messages, the study showed Millennials are actually three times more likely to ignore digital ads than direct mail. This may be because, in the digital world, poorly targeted ads bombard users while direct mail campaigns are driven by data and ROI. (That’s not to say all digital ads are unworthy; Darwill’s own IP Targeting platform is a highly effective way to reach users online.)

Another plus for direct mail, according to the study, is a higher response rate. Despite the higher acquisition cost of the lead, direct mail has a greater than five percent response rate compared to less than one percent for digital.

Millennials also trust direct mail messages more than digital ad messages, with up to nine-in-ten people thinking direct mail appeals are reliable. This may be due to the fact they never experienced “junk” mail as an adult, as this trend has dropped off in the past decade. Marketers no longer blanket zip codes with generic appeals, but are more likely to offer targeted messages for specific audiences. These messages are more worthwhile to the recipient.

Liking and respecting direct mail is one thing, but what about buying? The news is good here, too, according to the report mentioned above. Millennials are famously frugal, so they respond well to deal-based messages. Nearly 60% of those responding to the survey bought based on a “buy-one, get-one” deal, and half responded to a “percentage-off” deal. This demographic is also strongly attracted to gift cards.

Remember, with search engines at their fingertips to check pricing, Millennials know a good deal when they see it, and they will respond accordingly.

Make direct marketing work for Millennials

Here are a few ways to make your marketing stand out to this market segment:

1. Integrate digital with personal messages, digital codes, video embeds, and social media campaigns.
2. Keep your message clear and free from slang, and avoid the hard sell.
3. Take advantage of direct mail’s unique tactile qualities by integrating scent or textures in the design. Make opening your mailer an event, rather than a process.
4. Millennials want to do business with companies that share their values and care about their communities. Think about how you can demonstrate this with each direct mail piece.

Darwill is uniquely positioned to help you reach your Millenial audience with our digital printing portfolios and our IP Tracking technology, which makes out-of-home and mobile advertising relevant to specific website behavior. Contact the business experts at Darwill to find out how we can help.