What if we told you that more effectively reaching a large percentage of your customer base was as easy as adding mail to your customer communications? The US Postal Service recently completed an extensive study on millennials – the generation born between the 1980s and early 2000s – and how they react to and interact with direct mail versus email. The unexpected results showed that an overwhelming majority of millennials react positively to receiving direct mail— and even look forward to it. To get a better understanding of the results and what was measured, take a look at the article and statistics below.
Eye-opening facts about who’s opening mail
The study, titled “Still Relevant: A Look at How Millennials Respond to Direct Mail,” dismantles the stereotype that the only form of messaging millennials respond to is digital: email, texting, etc. In fact, the study found that direct mail is a much-welcomed break from digital clutter that millennials enjoy receiving. The research discovered that 84% of millennials take the time to look through their mail1. This insight is invaluable when it comes to assessing the best way for dealerships like yours to reach this important group of prospective customers.
Direct mail: valuable messaging is worth the wait
It’s certainly true that millennials receive most of their communications digitally. But that doesn’t mean they prefer to receive all their communications this way. In fact, the USPS study tells us that millennials are more likely to take the time to read direct mail and are more likely to show it to others. This means that millennials not only read – but value – mail communication.
Put direct mail to work for your dealership
The research makes one thing crystal clear: when you include direct mail in your communications mix, you provide millennials with valuable messaging that they will enjoy receiving. And it’s easier to implement than you may think. With AutoLoop Direct Mail™, your print communications integrate seamlessly with your Essentials subscription. Targeting millennials – and anyone else who may respond favorably to “real” mail – is as close as the click of a button.
Adding mail to your communications strategy is a strong and successful way to increase reach and response – even with millennials. To discuss incorporating Direct Mail into your marketing, or for any questions about Essentials, please reach out to your Performance Manager.
1Millennials: An Emerging Consumer Powerhouse, Quad/Graphics, March 2016.
Customer Only | January 10, 2019