Millennials Under The Spell Of Harry Potter Direct Mail

I’ve made this case before: a printed piece of direct mail has a greater perceived value, and drives much higher results than email.

Of course that’s something you’d expect me to say, because printed marketing technology is my business. But do millennials have the same perception? What do they respond best to?

You guessed it — it’s a custom direct mail piece.

Why? Millennials live in a digital world. From online banking to instant messaging on Facebook, their whole lives are spent staring at a screen.
But that reliance doesn’t necessarily mean that’s where your entire messaging and advertising budget should go.

After all, how easy is it to delete an email? Think about how many emails are in your inbox right now? How many are unopened?

According to a recent study, across all industries the average results for UK SME email marketing campaigns were open rates of 22.87% and click-through rates of 3.26%.

So 77% of emails don’t even get opened!

Now let’s look at the response to direct mail pieces.
66% of millennials have responded to a direct mail piece
There’s a great article on that breaks down how millennials (and other demographics) respond to direct mail.

Read the Full Article

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