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Still Relevant: A Look at How Millennials Respond to Direct Mail

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If you want to reach millennials, don’t rely solely on digital. In this guide, we’ll show you how mail can help cut through the digital clutter and make connections.

A woman dressed in yellow working on her computer.

Beyond the Myths: Young Adults Do Read Mail

You know the stereotype: Millennials are digital natives, glued to their smartphones, and the only way for marketers to reach them is through social media.

The truth is, millennials respond to a marketing channel that’s been around for centuries and is now more dynamic and actionable than ever: paper in a mailbox.

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  1. [1]“USPS Mail Moments: 2019 Review,” 2019.
  2. [2]Ibid.
  3. [3]Ibid.
  4. [4]Ibid.
  5. [5]Ibid.
  6. [6]“Millennials: An Emerging Consumer Powerhouse,” Quad/Graphics Customer Focus® 2018 Research Study, 2018.
  7. [7]“USPS Mail Moments: 2019 Review,” 2019.
  8. [8]Ibid.
  9. [9]Ibid.
  10. [10]Ibid.
  11. [11]“Advertising Effectiveness and Age,” USPS Office of Inspector General, Feb. 2019.
  12. [12]Kurt Allen, “Live from Loyalty360 Expo: Best Western Rewards Bets on Millennials and Direct Mail,” Colloquy, April 29, 2015.
  13. [13]“US Millennials 2019: Gauging Their Digital Usage as They Settle into Real Adulthood,” eMarketer, Feb. 2019.
  14. [14]“USPS Mail Moments: 2019 Review,” 2019.
  15. [15]Ibid.
  16. [16]“Response Rate Report: Performance and Cost Metrics Across Direct Media,” ANA | DMA, Nov. 2018.
  17. [17]“Millennials and the Mail,” USPS Office of Inspector General, Feb. 2019.

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