Millennials aren’t always interested in the digital experience. This is good news for your marketing department.
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It turns out that millennials’ reputation as a digital priority could be misinterpreted. And that could be a very good thing for your company’s marketing department.
As a generational cohort, the majority of millennials are at the height of their consumer power, according to Morgan Stanley. This makes it a natural target for advertising campaigns. Still, the best way to grab a millennial’s attention isn’t necessarily through emails or text messages. Instead, it could be via an old-fashioned delivered greeting card.
The Power of Direct Mail on Millennials
Why use greeting cards as part of your millennial-focused marketing campaigns? The company hasn’t lost its passion for sending sentimental warmth and goodwill in bright, cheerful envelopes. Each year, consumers buy more than 6 billion cards. Millennials spend more on these cards than any other generation, including baby boomers. In other words, they disconnect when the moment matters.
Related: 3 surefire ways to attract millennial customers
This is essential information, especially if you want to make sure your business survives to celebrate its 10th year in business. Only 30% of startups can hope to reach this milestone. Therefore, if you want to reverse the trend, you need to consider your marketing materials. Granted, you’ll still want to focus on digital strategies. However, it is worth testing the waters of greeting cards.
One of the most appealing benefits of integrating offline marketing into your online practices is that physical mailboxes are far less cluttered than their digital counterparts. According to the United States Postal Service, the average household receives 454 pieces of mail per year. In contrast, Tech Jury research suggests that most consumers can expect 120 emails to arrive in their inbox daily. In other words, the odds of someone opening an unsolicited card are much higher than the odds of the same person scanning an email.
However, greeting cards don’t just cut through the marketing noise. They also strengthen your relationship with customers. By their very nature, greeting cards tend to be exchanged between relatives and friends. When your business sends a personalized card in the mail, you are establishing a different relationship with the buyer. For example, you can remember a customer’s birthday with your organization with a card or postcards around the holiday season.
Here’s the bottom line: Millennials are incredibly open to direct mail. Therefore, you are able to grow your business by adopting greeting card marketing. Here are some suggestions for getting started.
Have a good understanding of your brand.
Done right, direct mail card marketing becomes an extension of your brand personality. Of course, you need to know what your business is about to make every post count. Otherwise, your creativity will not connect with the customer. For example, some brands are more serious than others. Sending a silly direct mail might not make sense to a stoic brand.
Related: 3 direct mail methods to target your best prospects
Wondering how to define the character of your brand? Check out other companies that have positioned themselves successfully, like Airbnb. The tourism industry leader embodies the spirit of freedom and exploration. From unique experiences to inspiring guest and host stories, Airbnb’s content sums up its carefully crafted image. By knowing the very essence of your “why,” you can forge similar emotional connections with your millennial direct mail recipients.
Set your customers’ favorite tone.
Want Gen Y loyalty? Adopt a customer-centric attitude towards direct mail advertising and avoid embellishing your image. Eighty-four percent of Millennials said they prefer brands that demonstrate authenticity. When you send out a direct mail, you’ll want to reflect not only your brand strengths, but also what your Millennial base deserves to hear and know.
Patagonia excels in direct and customer-focused marketing. The company has never hesitated to commit to sustainable development. Yet its marketing remains humble and ambitious. Patagonia once warned shoppers not to buy a product it was selling. Why? The manufacturing process of the product has had an unhealthy impact on the earth. In other words, Patagonia has been focused on building trust with consumers by being honest with them in the language they need to hear. It’s a bold trademark move that you can replicate.
Count on direct mail to stimulate digital exchanges.
Direct mail may seem like an isolated offline silo, but it can be integrated into a solid digital marketing plan. How can you make the offline-online relationship as seamless as possible? Use technology to personalize everything from the greeting card copy to the landing page. It is now possible to explore in terms of placing customers in micro-targeted “audience buckets” and create creatives specifically for each segment. That’s what Thinx did with its mailings that contained specific calls to action for multiple members of a given household.
Related: How dynamic QR codes have become an essential tool for all businesses
Another possibility would be to include a QR code on a small insert in a millennial customer’s greeting card. The customer can use a smartphone to scan the QR code and go to a landing page. Once on the landing page, the customer may be prompted for further actions.
Measure your direct mail to shape its future cadence.
Currently, Valassis suggests that around 7 in 10 buyers revisit direct mail ads. Why? They know that direct mail content tends to tout big sales and special discounts, especially from local businesses. These are interesting numbers, but they won’t make any difference if you don’t have measurement methods in place.
Measuring the impact of your greeting card marketing doesn’t have to be complicated. If you send millennial consumers to a website or survey, you can gauge how many people are accepting your offer. On the other hand, if your direct mail campaign revolves around brand awareness, you might want to see if you have a corresponding increase in social media followers or usage of corporate hashtags. Just be sure to put metrics in place to find out what works.
Building relationships with millennial consumers doesn’t always mean meeting them in a virtual space. Sometimes the best way to turn them from mere shoppers into world-class cheerleaders is to send an unexpected hello through their physical mailbox.