The Millennial (or Gen Y) may prove to be a constant challenge to marketers. Who are they and how do they feel about Direct Mail?
DIRECT MAIL BUILDS RELATIONSHIPS - TIME FOR A RETHINK
The ABS stats show Millennials in Australia total nearly 7 million residents (approx 27% of population)… and with current migration running at 1.9% pa this figure is actually growing each year.
Imagine an entire generation of men and women who grew up in an era where text messages, social media and accessing everything they need is a fingertip away. Yet according to US research nearly half of Millennials say they ignore digital ads (web, email, mobile), while surprisingly only 15% say they ignore direct mail.
MULTICHANNEL MARKETING - MAKE DIRECT MAIL PART OF MIX
The Millennial segment is a highly sought-after audience for marketers and brands, but perhaps their preferences are closer to (their) home than we think. Take a look at the budding relationship between Direct Mail and Millennials.
While brand loyalty is fluid with Millenials there is a constant refrain that they want brands to maintain a relationship with them by delivering experiences that meet their particular needs.
And that's where Direct Mail can deliver.
ExactTarget’s 2012 Channel Preference Study, stated that direct mail is the only channel where an unsolicited message isn’t considered inappropriate. Thatt's right! Unsolicited email is spam. Unsolicited pop ups get blocked. Unsolicited mail with my name on it, however, makes me feel special. “Oh, how nice of that credit card company to think of me!”
It's a reality all marketers need to adopt in their mindset and marketing budgets.
Time to Rethink Direct Mail.
MindWorks Direct Mail services include Communication Planning and Strategy, Full Creative Service, Full Print Production and Mailhouse Management for bulk personalised mail, Letterbox drop, Catalogues, Fulfilment, Dimensional, Postage and inbound Reply Paid handling.
The MindWorks difference
MindWorks Data. Digital. Direct. Social experience has proven that only ‘best practice’ Direct Marketing – the merging of Intelligent Data insights with Relevant and Engaging creative, a mapped multi-touchpoint Customer Conversion Pathway across mobile, web, social, mail, search, phone and traditional media - that follows a Measurable implementation strategy can equip marketing teams to build loyal relationships with their customers and a sustainable lift in results …
