Marketing to Millennials: Don’t Underestimate the Power of Print

Think millennials don’t like print marketing? Pffft.

Born between 1981 and 1996, millennials are notoriously known for their fondness of all things digital and their obsession with texting. But that doesn’t mean this generation isn’t drawn to tangible print promotions.

If you’re only focusing on digital advertising to reach this huge segment of consumers, it’s time to see what you’ve been missing.

The not so screen-obsessed
Millennials may spend a lot of time on their phones, but the truth is 45% ignore text ads, 48% don’t click on email ads and 49% pay no heed to internet ads. Rather, researchers have found that millennials engage with direct mail more than any other generation. So ignore the inbox for now and go for the mailbox.

Eighty-five percent of millennials take time to look through their mail. Seventy-nine percent look forward to seeing what’s in their mailbox each day. And 43% prefer to shop at stores that advertise through direct mail. Let those facts soak in before planning your next marketing strategy.

Print plays well with digital
There’s no denying that millennials are well connected. After all, they spend a whopping 7.5 hours a day online. For the best results, integrate print and digital with a dual strategy to reach millennials by the masses.

Here are some ideas:

Offer them print opt-ins. If your print presence is in its early stages, let your customers know they can sign up to receive brochures, offers and more via postal mail by giving them the option to opt-in on your website.
Capitalize on calls to action. On print mailers, add specific digital prompts like going to your website for a newsletter sign-up.
Integrate QR codes. Use codes that can link your customers to a dedicated landing page with a free offer or a secret sale.
Expand the social media experience. Have an active social media page? Share your success with your offline audience by printing your reviews in product brochures or direct mailers.

Give millennial consumers what they want
They may be heavily invested in technology, but a millennial’s love of direct mail runs as deep as their love of paper towels and skinny jeans. Try tempting them with OG direct mail before inviting them to engage with other aspects of your brand.