From Glossier to Quip, several trendy new companies are surprisingly targeting millennials with mailers. Brands like Casper, Harry’s, Wayfair, Rover, Quip, Away, Handy, and Modcloth have all adopted direct mail strategies to reach their audience.
Here’s why direct mail has made a comeback and how your business can leverage it effectively.
**Why Direct Mail is Popular Again**
Direct mail has gained traction for several reasons. One major factor is trust. Younger consumers are more likely to trust direct mail than email, which they often consider “junk.” Direct mail and email campaigns might receive similar response rates, but studies show that direct mail campaigns result in purchases five times larger than those generated by email. When combined with email, the effect is even greater, leading to purchases six times larger than email alone.
Another reason direct mail stands out is because of its uniqueness. Young people receive countless emails daily but very few pieces of physical mail. This scarcity makes direct mail more noticeable. The trend is similar to how digital-first companies like Warby Parker and Glossier are opening physical stores to create unique experiences.
Additionally, direct mail is more shareable. Unlike email, which goes to an individual, physical mail reaches a household. This often spurs discussions about offers among household members, influencing purchase decisions. Direct mail also has a longer lifespan; while an email lasts only a few seconds, direct mail has an average lifespan of 17 days.
**Making Direct Mail Work**
To start with direct mail, consider options like postcards, catalogs, or booklets. Group mailers that combine offers from different companies are also available. Choose what fits your budget and goals, keeping in mind that direct mail can be costly.
1. **Start with Existing Customers**: Ensure your direct mail is relevant to its recipients. Most consumers will discard mail from brands they don’t recognize, but they are much more likely to engage with mail from brands they’ve previously bought from.
2. **Target Your Mailings**: Focus on people who have shown interest in your business or product category. Tailor your mailings to the interests of your audience to increase engagement. You can use programs like USPS Every Door Direct Mail or buy mailing lists from companies like InfoUSA or DirectMail.com.
3. **Style It Right**: To attract millennials, design your direct mail as appealing as a physical Instagram post. Keep it brief, with a streamlined layout and eye-catching photography.
4. **Make Worthwhile Offers**: Stand out with compelling offers. A beautifully designed postcard or catalog featuring a special discount is more likely to grab attention than a typical email discount offer.
5. **Create Landing Pages**: Direct recipients to specific landing pages for more information. For instance, if promoting a sale on athletic shoes, include a URL that leads directly to that offer.
6. **Don’t Overload**: The rarity of direct mail makes it special. Avoid sending too much to prevent it from becoming “junk mail.” Consider timing your mailings for special occasions, like a customer’s birthday or after their first purchase.
7. **Combine with Email**: Use a combination of direct mail and email. For example, send direct mail first and follow up a week later with an email. This strategy reinforces your message and brand. You can set up automated marketing campaigns that trigger direct mail based on customer actions, similar to drip email campaigns.
8. **Track Results**: Monitor your campaign’s effectiveness using landing page visits, coupon codes, and redemption rates.
By strategically using direct mail, businesses can create impactful, memorable marketing campaigns that stand out in the digital age.
