While predictably receptive to online promotions and communications, research shows tech-savvy millennials have an unexpected affection for more traditional direct marketing.
The 2017 Annual State of Marketing Consumer Survey from Keypoint Intelligence – InfoTrends reveals 71 percent of North American millennials say they look at most of the direct mail they receive.
“There’s just not as much clutter in traditional media, like print and mail, and it’s engaging to digital natives,” says Kate Dunn, Business Service Director at Keypoint Intelligence – InfoTrends.
However, not all mail will capture the hearts of millennial buyers. Here are three ways to win them over and inspire long-term loyalty:
- Get personal. Most appealing is customized, printed content that reflects a website they’ve visited or products they recently purchased, according to the Consumer Survey.
- Interactivity is important. Dunn notes that millennials are more likely to use a QR code to access special offers, coupons or video, bringing digital assets into the conversation. Augmented reality is another big hit, creating opportunities to bridge the gap between the physical and digital world.
- Multi-channel matters. You’ve captured their attention with a direct mail piece – don’t lose their initial engagement with a lackluster website. Ensure your website is well designed, mobile friendly and recognizable based on their first exposure to your brand, Dunn advises.
Download your free copy of Marketing Insider today to learn more about inspiring loyalty in your millennial customers.
Print communications are affordable and effective for today’s small business and nonprofit marketers. To get the most value from your marketing dollars, here are just four of the many ways you can cut the cost of your print communications – without cutting corners:
- Plan to stay on schedule. Printers are accustomed to working with tight turnarounds. You can ease the process and save money by avoiding “do-overs.” Always ask for help if you’re unsure how to prepare your art files. Then, leave yourself plenty of time to review proofs and catch errors you may have overlooked early on to prevent re-dos and re-prints that can add up and extend your timeline.
- Skip special orders. For many projects, you can save money by using in-stock papers. Ask your print provider to show you samples of what’s on hand. Unless you require a specific look or have budgeted for a higher-end piece, stick to the basics for your day-to-day materials to stretch your dollars.
- Target your mailings. Mailing lists are more plentiful and robust than ever before. Many are highly-targeted to help direct marketers easily and affordably reach a very specific audience, preventing unnecessary waste and expense. After all, why spend money mailing to people who will not be receptive to your message or worse, those who may want to hear your message but who have moved and won’t receive your mail?
- Print digitally, on demand. Many projects considered too small to be worth the investment in set-up charges on a traditional offset press can be affordably printed digitally. This printing option is ideal for short runs as the per piece price is the same whether you print 10 or 1,000. It also opens the door to variable, customized text and images from sheet-to-sheet for more targeted and effective messaging.
Keep on-demand digital printing in mind to avoid the waste associated with storing and ultimately throwing away materials that are quickly made obsolete when service specifications or product parts numbers, for instance, are frequently updated.
For more money-saving tips, contact your local Allegra when you’re ready to print.