Millennials Aren’t Always About the Digital Experience. That’s Good News for Your Marketing Department.

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It turns out that millennials’ digital reputation may be misinterpreted. And this can be a very good thing for your business’ marketing department.

As a generational group, the majority of millennials are at their peak energy consumption, according to Morgan Stanley. This makes it a natural target for advertising campaigns. However, the best way to get the attention of millennials is not necessarily through emails or text messages. Alternatively, it may be via a welcome card delivered the old-fashioned way.

The power of direct mail on millennials

Why use greeting cards as part of your marketing campaigns focused on the millennium? Society has not lost its passion for sending emotional warmth and goodwill in cheerful and bright envelopes. Each year, consumers buy more than 6 billion cards. Millennials spend more on these cards than any other generation, baby boomers included. In other words, they are cut off from the Internet when the moment matters.

Related: 3 Guaranteed Ways to Attract Millennials

This is important information, especially if you want to make sure your business continues to celebrate its 10th anniversary. Only 30% of startups can expect to reach this milestone. Thus, if you want to reverse the trend, you need to think about your marketing mediums. Sure, you’ll always want to focus on digital strategies. However, it is worth testing the waters of greeting cards.

One of the most attractive perks of introducing offline marketing into your online practices is that physical mailboxes are much less crowded than their digital counterparts. According to the United States Postal Service, the average family gets 454 pieces of mail annually. By contrast, Tech Jury’s research indicates that most consumers can expect 120 emails to arrive in their inboxes per day. In other words, the odds of someone opening an unsolicited card are much higher than the odds of the same person looking up an email.

However, greeting cards don’t just cut through the marketing hype. It also enhances your relationship with clients. By their nature, greeting cards tend to be exchanged between loved ones and friends. When your company sends a custom card in the mail, you foster a different connection with the buyer. For example, you might remember a client’s anniversary with your organization with a year-end holiday card or postcards.

Here’s the bottom line: Millennials show a tremendous openness to direct mail. Therefore, you are in a position to grow your business by embracing greeting card marketing. Here are some suggestions to get started.

You have a good understanding of your brand.

Well, direct mail card marketing becomes an extension of your branding personality. Of course, you need to know what your company is about to make each message count. Otherwise, your creativity will not communicate with the client. For example, some brands are more serious than others. Sending a ridiculous direct mail piece may not make sense for a stoic brand.

Related: 3 direct mail ways to target the best potential customers

Wondering how to define your brand’s personality? Explore other companies that have successfully positioned themselves, such as Airbnb. The tourism industry leader embodies the spirit of freedom and exploration. From one-of-a-kind experiences to inspiring guest and host stories, Airbnb’s content epitomizes its carefully crafted image. By knowing the basic gist of “why,” you can form similar emotional bonds with millennial direct mail recipients.

Select the preferred tone for your customers.

Want the loyalty of millennials? Take a customer-focused attitude toward direct mail advertising and avoid sugar coating your image. Eighty-four percent of millennials said they prefer brands that have demonstrated authenticity. When you direct mail, you’ll want to reflect not only the highlights of your brand but also what your millennial base deserves to hear and know.

Patagonia is excellent at direct customer-driven Uber marketing. The company has never been shy about its commitment to sustainability. However, its marketing remains modest and refreshingly ambitious. Once upon a time, Patagonia warned buyers not to buy a product they were selling. why? The manufacturing process of the product affected the earth in an unhealthy way. In other words, Patagonia has focused on building trust with consumers by being honest with them in the language they need to hear. This is a bold brand move that you can repeat.

Rely on direct mail to push digital exchanges.

Direct mail may seem like an isolated offline silo, but it can be woven into a solid digital marketing plan. How can you make the offline relationship as smooth as possible? Use technology to customize everything from your greeting card copy to your landing page. It’s now possible to dig deeper into placing customers in well-targeted Audience Groups and create creative materials specifically for each group. That’s what Thinx did by cutting out its direct mail that carried specific invitations to work for multiple members of a particular household.

Related: How dynamic QR codes have become an essential tool for every business out there

Another possibility is to include a QR code on a small accessory on the millennial customer’s greeting card. The customer can use a smartphone to scan the QR code and access a landing page. Once the landing page is reached, the customer can be directed to take other actions.

Measure your direct mail to shape its future beat.

Currently, Valassis suggests that about 7 in 10 buyers revisit direct mail ads. why? They know that direct mail content tends to promote great sales and special discounts, especially at local businesses. These are interesting numbers, but they won’t make a difference if you don’t put the measurement methods in place.

Measuring the impact of greeting card marketing doesn’t have to be complicated. If you send millennial consumers to a website or survey, you can measure how many people are taking advantage of your offer. On the other hand, if your direct mail campaign is all about brand awareness, you may want to see if you have a corresponding increase in social media followers or use the company’s hashtag. Just be sure to take the necessary measures to see 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 buyers into world-class fans is to send an unexpected welcome through their physical mailbox.


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