Surprise! Political Direct Mail Key to Wooing Millennials

In this 2016 election season, candidates and causes are leaving no channel untapped in the drive to woo support, with the investment in digital media higher than ever before. Indeed, it is assumed by many political pundits that digital channels are vital to reaching the millennial age group, the digitally connected, under-30 crowd that makes up 20% of today's electorate. Traditional direct mail is for older traditional voters, right? Wrong. According to a survey jointly conducted by the U.S. Postal Service (USPS) and the American Association of Political Consultants (AAPC), younger voters not only pay close attention to political mail, they actually favor it over other forms of political advertising. The survey found that at least 42% of millennials prefer direct-mail political ads over online ads, with 38% favoring both equally. Equally important for political marketers, millennials are more likely to read, discuss and use political mail than older generations. Over twice as many millennials thoroughly read political mail received when compared with non-millennials (40%  to 18%), and milliennials are more likely to discuss political mail with others than older counterparts, too (78% to 63%). Finally, political mail works in prompting millennials to take action. Because of political mail, 66% said they are likely to research the candidate, with 54% visiting the candidate’s website. Read the news release at http://about.usps.com/news/national-releases/2016/pr16_035.htm

Crafting Direct Mail That Woos Millennials

Don't assume millennial customers are digital-only responders. Direct mail is a great way to reach this desirable demographic (aged 19 to 35). In fact, research shows more than half of millennials purchase based on direct mail offers. But you can't necessarily win them over using the same mail tactics that worked with their parents. A recent Retail Merchandiser magazine post by Joan Patrick, director of Marketing for Vision Integrated Graphics, offers good tips for crafting direct mail specifically for the millennial market. One thing is obvious: Most millennials are attached 24/7 to their mobile devices, so mail packages need to include mobile-friendly connections--such as QR codes linked to online video. On the other hand, messaging and offer should not treat millennials as a single buyer persona; yes, there are at-home dependents in the cohort, but more are married, parents or homeowners, so segmentation will improve response. Then, to appeal to a generation weaned on digital and media creative's visual cues, direct mail packages need eye-catching colors, images and graphs. Millennials also tend to prefer a personal, casual style of communication, but mailers need to guard against personalization, humor and slang that don't fit the brand--because millennials value "authenticity" even more. Yes, the direct mail pitch to millennials should still include a WIIFM hook (What's In It For Me?), but marketers must accept that this group can evaluate offers differently. The majority say they prize happiness and life quality over money; so don't just list features and prices, cite personalized benefits. The majority of millennials also say they prefer to do business with socially conscious companies--so let them know your mailer uses recycled materials, or highlight a promotion's charitable giving link. Finally, millennials tend to stress connecting and collaborating; almost half say they'd like to help companies develop future products and services. Mailers can play to that response-getter by including user surveys, user-generated content, and social links. For the full post: http://www.retail-merchandiser.com/blog/2802-7-tips-to-connect-with-millennials-through-direct-marketing

Why Digital Marketers Should Embrace 'Snail Mail'

As a champion of direct mail, it's great to find support from the digital marketing world where "snail mail" is sometimes dismissed as a "remnant of the past." So I'm happy to pass along this recent article from ClickZ arguing the core value of postal mail to digital marketing fans. In "Seven Reasons to Make Direct Mail Part of Your Digital Marketing Plan," Kevin Lee, a search engine marketing expert, highlights seven reasons to embrace physical mailings: Direct mail can garner true e-mail opt-ins via devices such as PURLs and QR codes; direct mail has a better chance to win notice and response as mail volume declines and digital inboxes crowd; direct mail has gained price advantages for digital marketers with U.S. Postal Service discount programs for use of mobile and emerging print-to-digital technologies; direct mail wins younger response, too, based on research showing millennials and younger age groups respond well to physical mailers; postal mail can be highly localized via the USPS "Every Door Direct Mail" local market saturation; unlike e-mail subject lines, a physical envelope has certain delivery of personalized creative; and, finally, postal mailing lists can be appended to digital contact points for an orchestrated multi-channel response strategy. And, of course, direct mail doesn't have to worry about viewability or bots. Read more at http://www.clickz.com/clickz/column/2409287/seven-reasons-to-make-direct-mail-part-of-your-digital-marketing-plan