One of the most important things to understand about ANY type of marketing in the modern era is that things are getting decidedly more niche all the time. Case in point: beauty marketing. Thanks to social networking sites like Facebook and Instagram, influencer marketing has become the new norm. Because of this, most campaigns target one audience in particular: millennials.

However, savvy marketers know that for true long-term success, you need to target EVERY generation… and direct mail campaigns are how you do it.

Beauty Marketing for the Modern Era: Breaking Things Down

While it’s absolutely true that social media and online influencers have recently taken the lead in beauty marketing, there IS still ground to be regained – it just doesn’t necessarily exist on the internet.

Direct mail, for example, can be used to reach more than just millennials. Yes, it’s true that millennials love it because it’s more tangible and memorable than an email that can be immediately deleted. However, older customers have a significant degree of trust in direct mail, too. So from that perspective, doubling down on your direct marketing campaign isn’t just a great way to get your message in front of the right audience at the right time – it’s also a viable way to cut through the noise and differentiate yourself from your competitors as well.

With targeted mailing, you can not only try out different campaigns aimed at different generations as a way to increase your response rate – you can also experiment with cross-media marketing, too. This is a powerful branding opportunity for beauty professionals everywhere, as you can begin a relationship via your direct mail campaigns and continue it on social networking or even on your website where conversations happen more naturally.

Not only is this a great way to “target” your customers in the real world and drive them to the Web, but it’s also a perfect chance to enhance brand awareness AND encourage customer loyalty – all at the exact same time.

So from that perspective, it’s clear that if you really want to create a better beauty marketing campaign for EVERY generation, direct mail campaigns are one of the purest ways to do it – even in the digital world we’re now living in.

If you have any additional questions about leveraging beauty marketing for every generation, or if you’d just like to learn more about what the right partner can do for your campaigns, please don’t delaycontact us today.