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Direct Mail Marketing

Believe it or not, the postal service is more useful to your company than just making daily deliveries from Amazon. Direct mail marketing is still a viable way to grow your customer base–even with consumers under the age of 40.

What is direct mail marketing? Direct mail is paper–or something else you can physically hold, like a plastic credit card-shaped piece of advertising. It’s coupon inserts, flyers, posters or even inserts into a larger marketing piece. Did you know many chambers of commerce do regular physical mailings to thousands of business owners? You could pay a small fee to insert a one-pager about your company (or event, or promotion, or campaign, or… you get the idea) and quickly spread your message further.

Most small companies already have a list of physical and/or email addresses of their customers or prospects–and many times those lists are gathering dust. Digital marketing is a low-cost method of expanding business’ reach. Plus, email and direct mail marketing complement each other very well, and you likely already have a stash of both addresses.

While many Baby Boomers and Gen Xers might use direct mail pieces to line the kitty litter box, that’s not the case with the next gen.

Millennials dig direct mail

Direct mail marketing pieces are not instantly landing in the recycling bin anymore. Millennials have embraced the medium. According to the U.S. Postal Service, these digital natives actually like direct mail.

Check out these USPS stats:

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57% have made purchases based on direct mail offers.

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84% of Millennials take the time to look through their mail.

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87% of Millennials like receiving direct mail.

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90% of Millennials think direct mail advertising is reliable.

Why? Well, Millennials grew up in a world where email and other digital communication have never not existed. They have learned to ignore the barrage of digital ads coming across their screens, just as some of us have become the Larry Bird of paper-coupon basketball. Millennials trust what they see in print.

And nipping on their heels is Generation Z. Many of them are still teens, but their spending power will soon reach billions. They’ve only been exposed to digital marketing since birth, and these days, they see less than 9% of what is coming at them via a screen.

Savoir Faire might not staff a team of tweenagers, but we are savvy when it comes to print design and copywriting, keeping our skills constantly sharp.

Keeping with the concept of the traditional and digital marketing crossroads, a traditional direct mail event promotion tied with online registration can lead to greater event attendance.

For example, several of our clients use informative seminars to educate their prospects. Savoir Faire designs and produces direct mail pieces aimed at generating interest and increasing attendance. We also create an online RSVP function for attendees, syncing a traditional and digital marketing efforts.

Direct mail may be seeing a resurgence, thanks to Millennials.