As we grow into an increasingly digital society, it’s hard to believe that Millennials, of all people, respond well to direct mail. But a recent study found that 84% of Millennials take the time to look their mail.
Granted, the study was conducted by the U.S. Postal Service, so there’s probably a little bit of bias in it. Still, it does make sense when you think about it.
There’s no competition
First of all, the shift to electronic communications has cut the competition in what was once a very cluttered marketing environment. Simply put, Millennials receive less mail, so they’re more likely to notice what they do receive. According to another recent study:
- Nearly half of Millennials ignore digital ads.
- Only 15% ignore direct mail.
- 77% pay attention to direct mail advertising.
Our brains like direct mail