Millennials are multi-tasking, connected, tech-savvy individuals. They tend to want instant gratification and transparency. So, these digital natives will only want to receive your healthcare marketing materials via email – right? Wrong. According to Forbes, surprisingly, individuals between the ages of 18 and 34 actually prefer direct mail. In his article, Direct Mail: Alive and Kicking, Forbes’ contributing author Steve Olenski explains, “Direct mail is still alive and kicking and young adults are some of the best targets for lead conversion.”
So next time you say, “I think I’ll just email the younger people,” stop and consider the following reasons why you should absolutely hit Millennials with your direct mail campaign:
In the past, mailboxes were crowded with paper advertisements. Today, the balance has shifted from junk in our mailbox to junk in our inbox. Since Millennials receive less mail in general, it’s more likely your direct mail piece will stand out versus getting lost in a cluttered email account. Seventy-seven percent of Millennials pay attention to direct mail advertising, so NOT mailing to them is a huge missed opportunity. Millennials also tend to be “scanners” – quickly skimming through their digital touch points. Direct mail is much harder to scan when you can physically pick it up and touch it.
While we’re on the subject, we can’t ignore the tangible nature of direct mail. Sorting the mail allows Millennials a welcomed break from their screens. When compared to digital ads or emails, they connect with their mail differently. Millennials enjoy receiving mail more than their non-millennial counterparts. Eighty-two percent are responsible for bringing in the mail, and 86 percent pick up their mail at their first opportunity.
And now, so many mailing options exist that go beyond the standard postcard. From scented envelopes to dimensional mailers with sound, there are a plethora of new ways for recipients to not only receive mail, but see, touch, feel, hear and smell it. The possibilities are endless if you want your marketing materials to get attention.
Millennials crave recognition, so the more your materials reflect their physical characteristics and interests, the more likely they are to respond. Direct mail and digital variable printing allow for more personalized ways to market to this age group. First name personalization and photos that are tailored directly toward the recipient go a long way. Serve up relevant content and watch your ROI soar.
One of our clients is currently executing an example of this. They are running a “Turning 30” campaign geared toward both males and females, using gender versioning for image and copy. It is an acquisition strategy for Primary Care, with messaging centered around the age of 30 being the new healthy. It includes copy that reminds recipients to think about their
long-term overall health and keep up with physical and well-women exams, cholesterol screenings and other important check ups. While it’s too soon at this point to share results, the clients will potentially add a follow-up communication to non-responders of both direct mail and email, so we’ll be able to measure which medium is most impactful.
Not only do Millennials remember physical promotions better, they also associate direct mail with value and desirability. According to one study, they also have more of an emotional response to direct mail. It’s proven that direct mail is easier to process, easier to remember and motivates people more than digital messages. So even if it’s not your sole focus, it should definitely be in the mix.
There’s no disputing that direct mail marketing gets results. On average, the DMA states that, “direct mail advertising gives [businesses] a 13-to-1 return on investment.” Direct mail is more likely to drive behavior than digital media. Put simply, it motivates people to act.
And it’s no exception when it comes to Millennials. According to an InfoTrends study, “Millennials reported that, as a group, they last responded to direct mail on average within 2.4 months, shorter than the average response time reported by all respondents. Even more significant, 63% of Millennials who responded to a direct mail piece within a three-month period made a purchase.”
Don’t underestimate the purchasing power of Millennials. They are a formidable consumer segment, and tend to be more health conscious than previous generations. Reaching them with the right channels – especially direct mail – should be an integral part of any healthcare organization’s outreach strategy.
- Abbot, L. (2013, December 4). 8 Millennials’ Traits You Should Know About Before You HIre Them. Retrieved from LinkedIn Talent Blog: https://business.linkedin.com/talent-solutions/blog/2013/12/8-millennials-traits-you-should-know-about-before-you-hire-them
- Gustafson, T. (2017, January 23). Younger Consumers Are More Health Conscious Than Previous Generations. Retrieved from Huffington Post: http://www.huffingtonpost.ca/timi-gustafson/younger-consumers-are-mor_b_14290774.html
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- Olenski, S. (2012, March 11). Direct Mail: Alive and Kicking. Retrieved from Forbes: https://www.forbes.com/sites/marketshare/2012/03/11/direct-mail-alive-and-kicking/#43d279767f32
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- Romano, N. (n.d.). Even Digital-Savvy Millennials Respond to Direct Mail. Retrieved from Messagepoint Blog: http://www.messagepoint.com/even-digital-savvy-millennials-respond-to-direct-mail/
- Streamworks. (2017, April 25). Millennials Are Mail-ennials and Other Recent USPS Findings. Retrieved from Streamworks: http://blog.streamworksmn.com/blog/millennials-are-mail-ennials-and-other-recent-usps-findings
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- United States Postal Service Office of Inspector General. (2015, June 15). Enhancing the Value of Mail: The Human Response. Retrieved from United States Postal Service Office of Inspector General: https://www.uspsoig.gov/document/enhancing-value-mail-human-response
- Wilson, D. (2017, May 10). Business 2 Community. Retrieved from Why Direct Mail Can Be an Effective Way to Reach Millenials: http://www.business2community.com/marketing/direct-mail-can-effective-way-reach-millennials-01838968?utm_campaign=PostBeyond&utm_medium=Social&utm_source=LinkedIn&utm_term=%2352419#gxIMcxQMQWJdxYgI.97