4 Tips for Creating Your Millennial Direct Mail Campaign

Here at Image Cube, we absolutely love creating individualized printed marketing campaigns with our clients. Brands vary greatly and creating something “different” yet impactful and fun for each can vary. Not all brands and campaigns are created equal. Did you also know that non-digital marketing campaigns like direct mail, aren’t actually dead?!? That’s right! We previously told you about the power behind marketing to millennials with direct mail. Today, we want to help by sharing these 4 tips to consider when creating direct-mail that will grab the attention of your millennial audience!

4 Tips for Creating The Perfect Mailer

Add QR Codes: Keep in mind that a digital experience is still very important when it comes to this audience. Include interactive elements in your direct mail to peak interest and increase engagement. Consider adding QR codes, and links to social media, landing pages and your website to your postcards.

Consider Drip Marketing: Drip marketing is a communication strategy that sends, or “drips,” a pre-written set of messages to customers or prospects over time. These messages often take the form of email marketing, although you can use drip marketing techniques using standard postal mail. This technology relies on digital printing and the variable data can be merged to personalize each drip message. This way, you can easily send relevant, personalized mail based on event triggers.

Align with a good cause: 84% of millennials will carefully consider their values and the values of a brand before making a purchase and More than 90% of millennials would be willing to switch to a brand associated with a good cause! If your brand makes socially conscious efforts, let your consumers know. However, be sure your commitment to your cause is genuine! Millennials are twice as likely as baby boomers to fact check a company’s claims. If you are not truthful, passionate and genuine in your collaboration or work with the cause/movement and you do not follow through – this can become a PR nightmare for you!

Aesthetics & Messaging: Take time to create the look and feel when creating your postcards! Use emotional appeal in your design and messaging and try to connect to your audience on a personal level. Use colors, textures, imagery, and calls to action that make looking at your postcard pleasant. And most importantly, avoid the “hard sell”. Millennials may trust direct mail however, they still distrust traditional (and especially pushy) advertising in general. Avoid hard-sell language and focus more on connecting with your audience.

Bottom Line

Marketing to millennials using direct mail can elicit powerful, profitable and direct responses. Used in conjunction with other relevant channels like email and social media – direct mail is a potent ingredient in any marketing mix.

What are your thoughts regarding millennials and digital fatigue? Let us know down below or on our social media! If you are interested in creating an impactful, attention-getting direct mail campaign or have any questions, you can contact us directly.