When it comes to demographic targeting, far too many people only see one part of a much larger story. Yes, targeted mailing means that you know precisely who you’re sending a piece of direct mail collateral to – often with a high degree of accuracy. But who, exactly, is the type of person most likely to respond? Once you figure that out, you have practically everything you need to take your direct mail marketing efforts to a bold new level.
Who is Responding to Direct Mail? Breaking Things Down
According to one recent study, the average Millennial says that they’ve responded to a direct mail marketing campaign at some point within the last 2.4 months – which, for the record, is a shorter amount of time than the average response time for ALL other respondents in ALL other demographics.
Not only that, but the same study revealed that Millennials actually open the direct mail collateral that they receive at the same high rate as 66% (!) of recipients overall.
To put it another way, people under the age of 30-years-old actually look forward to checking the mail every day. They like the fact that they can hold a piece of direct mail collateral in their hands. Sure, they throw most of it away – but the one that catches their attention goes right up on the refrigerator. At the very least, they scan just about everything – which means that if your print materials are designed in a way to catch someone’s attention as quickly as possible, there’s a good chance it will resonate with people who fall into this age group in particular.
Because of that, as you further experiment with list segmentation, studies like that referenced above make an excellent case for going after the Millennial generation in particular. Yes, generational marketing is always important and you want to “spread the love around,” so to speak. But younger people are not only naturally receptive to your marketing message, but they’re also more likely to ACT on what they find in their mailbox.
If you lean into that fact instead of shy away from it, it could easily make all the difference in the world in terms of your long-term marketing success.
If you’d like to find out more information about the people who are REALLY responding to your direct mail marketing collateral, or if you just have any additional questions you’d like to go over with someone in a bit more detail, please don’t hesitate to contact us today.
