Millennials Aren't Always About the Digital Experience. That's Good News for Your Marketing Department.

the latest tech news, global tech news daily, tech news today, startups, usa tech, asia tech, china tech, eu tech, global tech, in-depth electronics reviews, 24h tech news, 24h tech news, top mobile apps, tech news daily, gaming hardware, big tech news, useful technology tips, expert interviews, reporting on the business of technology, venture capital funding, programing language

It turns out that millennials’ digital-first reputation might be getting misinterpreted. And that could be a very good thing for your business’s marketing department.

As a generational cohort, the majority of millennials are at the height of their consumption power, according to Morgan Stanley. This makes them a natural target for advertising campaigns. Yet the best way to grab a millennial’s attention isn’t necessarily through emails or texts. Instead, it might be via a greeting card delivered the old-fashioned way.

The power of direct mail on millennials

the latest tech news, global tech news daily, tech news today, startups, usa tech, asia tech, china tech, eu tech, global tech, in-depth electronics reviews, 24h tech news, 24h tech news, top mobile apps, tech news daily, gaming hardware, big tech news, useful technology tips, expert interviews, reporting on the business of technology, venture capital funding, programing language

Why use greeting cards as part of your millennial-focused marketing campaigns? Society hasn’t lost its passion for sending sentimental warmth and goodwill in bright, cheery envelopes. Each year, consumers purchase more than 6 billion cards. Millennials spend more on those cards than any other generation, including baby boomers. In other words, they go offline when the moment counts.

This is critical information, particularly if you want to make sure your business survives to celebrate its 10th year in business. Only 30% of startups can expect to reach that milestone. Consequently, if you want to buck the trend, you need to consider your marketing mediums. Certainly, you’ll always want to focus on digital strategies. However, it’s worth testing the greeting card waters.

Global Tech News Daily

One of the most attractive perks to baking offline marketing into your online practices is that physical mailboxes are far less cluttered than their digital counterparts. According to the United States Postal Service, the average household gets 454 pieces of mail annually. By contrast, Tech Jury research suggests most consumers can expect 120 emails to land in their inboxes daily. In other words, the odds of someone opening an unsolicited card are much higher than of the same person scouring an email.

Greeting cards don’t just cut through the marketing noise, though. They also reinforce your relationship with customers. By their very nature, greeting cards tend to be exchanged among loved ones and friends. When your company sends a personalized card in the mail, you’re fostering a different connection with the buyer. For example, you might remember a customer’s anniversary with your organization with a card or mail cards around the end-of-year holidays.

Global Tech News Daily

Here’s the bottom line: millennials show tremendous openness toward direct mail. Therefore, you’re in a position to grow your business by embracing greeting card marketing. Below are a few suggestions to get started.

Have a good grasp of your brand.

Done well, direct mail card marketing becomes an extension of your brand’s personality. Of course, you have to know what your company’s about to make every message count. Otherwise, your creativity won’t connect with the customer. For example, some brands are more serious than others. Sending a silly direct mail piece may not make sense for a stoic brand.

Wondering how to pin down the character of your brand? Explore other companies that have positioned themselves successfully, like Airbnb. The tourist industry leader embodies the spirit of freedom and exploration. From one-of-a-kind experiences to inspirational guest and host stories, Airbnb’s content encapsulates its carefully crafted image. By knowing the core essence of your “why,” you can forge similar emotional connections with your millennial direct mail recipients.

Define your customers’ preferred tone.

Want loyalty from millennials? Adopt a customer-centric attitude toward direct-mail advertising and avoid sugarcoating your image. Eighty-four percent of Millennials said they favored brands that showed authenticity. When you’re sending direct mail, you’ll want to reflect not just the highlights of your brand but what your Millennial base deserves to hear and know.

Patagonia is excellent at uber-forthright, customer-driven marketing. The company has never been shy about its commitment to sustainability. Yet its marketing remains refreshingly humble and ambitious. Once, Patagonia cautioned buyers not to buy a product it was selling. Why? The product’s manufacturing process impacted the earth in an unhealthy way. In other words, Patagonia focused on building trust with consumers by being honest with them in the language they need to hear. That’s a bold branding move you can replicate.

Rely on direct mail to drive digital exchanges.

Direct mail may seem like an isolated offline silo, but it can be woven into a solid digital marketing plan. How can you make the offline-online relationship as seamless as possible? Use technology to customize everything from the greeting card copy to the landing page. It’s now possible to drill down in terms of putting customers into micro-targeted “audience buckets” and construct creative specifically for each bucket. This is what Thinx did with its direct mail pieces that held specific calls to action for multiple members of a given household.

Another possibility would be to include a QR code on a small insert in a millennial customer’s greeting card. The customer can use a smartphone to scan the QR code and get to a landing page. Once at the landing page, the customer can be directed to take other actions.

Measure your direct mail to mold its future cadence.

Currently, Valassis suggests that about 7 in 10 buyers are revisiting direct mail ads. Why? They know that direct mail content tends to tout significant sales and special discounts, especially at local companies. These are exciting numbers, but they won’t make a difference if you aren’t putting measurement methods in place.

Measuring the impact of your greeting card marketing doesn’t have to be complicated. If you send millennial consumers to a website or survey, you can gauge how many take you up on your offer. On the other hand, if your direct mail campaign revolves around brand awareness, you may want to see if you have a corresponding increase in social media followers or corporate hashtag usage. Just make sure that you put measures in place to learn what works.

Building relationships with millennial consumers doesn’t always mean meeting them in a virtual space. Sometimes, the best way to turn them from mere buyers to world-class cheerleaders is by sending an unexpected hello through their physical mailbox.

News Related

OTHER NEWS

First Trust Energy AlphaDEX Fund (FXN) Hits a 52-Week High

The First Trust Energy AlphaDEX Fund FXN is probably a suitable pick for investors looking for momentum. FXN hit a 52-week high and is up 59.6% from its 52-week low ... Read more »

Meta Threatens To Close Facebook And Instagram In Europe Over Data Scramble

In a document filed with the U.S. Securities and Exchange Commission (SEC), Meta Platforms Inc (NASDAQ:FB) has warned it could be forced to close Facebook and Instagram in Europe if ... Read more »

How a To-Don't List Can Help You Achieve Your Goals

To-do lists are helpful tools for many people, but they can quickly take over our lives, making daily living feel like just another item to cross off of a never-ending ... Read more »

Immunovant (IMVT) Reports Wider-Than-Expected Loss in Q3

Immunovant, Inc. IMVT reported a net loss of 36 cents per share in the third quarter of fiscal 2022 (ended Dec 31, 2021), wider than the Zacks Consensus Estimate of ... Read more »

Buckle's (BKE) Sales Run Continues in January, Comps Gain 4.2%

The Buckle, Inc. BKE looks well poised on the back of its robust strategic efforts, including strength in e-commerce business and an impressive sales trend. BKE has been putting up ... Read more »

6 Best-Leveraged ETF Areas of Last Week

Wall Street put up a moderate show last week with the S&P 500 (up 1.6%), the Dow Jones (up 1.1%), the Nasdaq Composite (up 2.4%) and the Russell 2000 (up ... Read more »

Interpublic (IPG) to Report Q4 Earnings: What's in the Cards?

The Interpublic Group of Companies, Inc. IPG is scheduled to report fourth-quarter 2021 results on Feb 10, before the opening bell. – Zacks Let’s check out how things have shaped ... Read more »

Mednax (MD) Buys Night Lite Pediatrics to Boost Portfolio

Mednax, Inc. MD and its affiliated practices Pediatrix Medical Group recently acquired Night Lite Pediatrics, LLC in Orlando, FL. Night Lite is a private 13-clinic pediatric urgent care practice. The ... Read more »

Best Growth Stocks to Buy for February 7th

Here are three stocks with buy ranks and strong growth characteristics for investors to consider today, February 7th: – Zacks Apple AAPL: This company whose business primarily runs around its ... Read more »

Gol Linhas (GOL) Stock up 16.2% in a Month: More Upside Left?

Shares of Gol Linhas GOL have displayed an uptrend on the bourses over the past month, gaining 16.2% against its industry’s 3.1% decline. – Zacks Image Source: Zacks Investment Research ... Read more »

Top Research Reports for Bank of America, Coca-Cola & salesforce

Monday, February 7, 2022 The Zacks Research Daily presents the best research output of our analyst team. Today’s Research Daily features new research reports on 16 major stocks, including Bank ... Read more »

Sanofi's (SNY) Enjaymo Gets FDA Nod For Rare Blood Disorder

Sanofi SNY announced that the FDA has approved its monoclonal antibody, Enjaymo (sutimlimab-jome), to decrease the need for red blood cell transfusion due to hemolysis in adult patients with cold ... Read more »

The Zacks Analyst Blog Highlights: Alphabet, T-Mobile US, Advanced Micro Devices, Mondelez International and Chubb

For Immediate Release Chicago, IL – February 7, 2022 – Zacks.com announces the list of stocks featured in the Analyst Blog. Every day the Zacks Equity Research analysts discuss the ... Read more »

Why Mid-America Apartment Communities (MAA) is a Great Dividend Stock Right Now

Whether it’s through stocks, bonds, ETFs, or other types of securities, all investors love seeing their portfolios score big returns. But when you’re an income investor, your primary focus is ... Read more »

On Core Values, Self-Honesty and Having Fun with Jairek Robbins, the New President of SUCCESS

“You gotta answer your DMs, man,” says Jairek Robbins, half laughing, in his latest Brilliant Thoughts interview with Tristan Ahumada. Robbins, who is an acclaimed business coach, best-selling author and ... Read more »

Surging Earnings Estimates Signal Upside for Xilinx (XLNX) Stock

Investors might want to bet on Xilinx (XLNX), as earnings estimates for this company have been showing solid improvement lately. The stock has already gained solid short-term price momentum, and ... Read more »

BCB Bancorp (BCBP) is a Top Dividend Stock Right Now: Should You Buy?

Whether it’s through stocks, bonds, ETFs, or other types of securities, all investors love seeing their portfolios score big returns. But when you’re an income investor, your primary focus is ... Read more »

The Zacks Analyst Blog Highlights: AbbVie, Merck, Eli Lilly, Novartis and Pfizer

For Immediate Release Chicago, IL – February 7, 2022 – Zacks.com announces the list of stocks featured in the Analyst Blog. Every day the Zacks Equity Research analysts discuss the ... Read more »

BankUnited (BKU) Stock up 3.4% on New Share Repurchase Plan

BankUnited, Inc. BKU has announced a new share repurchase plan. The company’s board of directors has approved the repurchase of up to $150 million in shares of BKU’s outstanding stock. ... Read more »

TEGNA Inc. (TGNA) Soars 7.4%: Is Further Upside Left in the Stock?

TEGNA Inc. TGNA shares rallied 7.4% in the last trading session to close at $21.34. This move can be attributable to notable volume with a higher number of shares being ... Read more »

Can BCB Bancorp (BCBP) Run Higher on Rising Earnings Estimates?

BCB Bancorp (BCBP) could be a solid choice for investors given the company’s remarkably improving earnings outlook. While the stock has been a strong performer lately, this trend might continue ... Read more »

Earnings Estimates Moving Higher for Marathon Oil (MRO): Time to Buy?

Marathon Oil (MRO) could be a solid choice for investors given the company’s remarkably improving earnings outlook. While the stock has been a strong performer lately, this trend might continue ... Read more »

Transport ETFs to Buy on Solid Q4 Earnings

The fourth-quarter earnings picture for the transportation sector has been robust. This is especially true as earnings of 95.2% of the market capitalization of the sector that has reported so ... Read more »

The Zacks Analyst Blog Highlights: STMicroelectronics, BP and Asbury Automotive Group

For Immediate Release Chicago, IL – February 7, 2022 – Zacks.com announces the list of stocks featured in the Analyst Blog. Every day the Zacks Equity Research analysts discuss the ... Read more »

Earnings Estimates Moving Higher for Robert Half (RHI): Time to Buy?

Robert Half (RHI) could be a solid choice for investors given the company’s remarkably improving earnings outlook. While the stock has been a strong performer lately, this trend might continue ... Read more »

Are You Looking for a High-Growth Dividend Stock? Bar Harbor Bankshares (BHB) Could Be a Great Choice

Getting big returns from financial portfolios, whether through stocks, bonds, ETFs, other securities, or a combination of all, is an investor’s dream. But for income investors, generating consistent cash flow ... Read more »

Comcast vs. ViacomCBS: Which Stock is a Better Buy for 2022?

The entertainment industry is growing rapidly, with surging demand for over-the-top (OTT) content and other services. Therefore, prominent industry participants Comcast (CMCSA) and ViacomCBS (VIAC) should benefit. But which of ... Read more »

Here's Why You Should Add Quidel (QDEL) Stock To Your Portfolio

Quidel Corporation QDEL has been gaining on the back of its strong diagnostics portfolio. A solid third-quarter 2021 performance, along with solid potential in In-Vitro Diagnostics (“IVD”) products, is expected ... Read more »

Why State Street Corporation (STT) is a Great Dividend Stock Right Now

Whether it’s through stocks, bonds, ETFs, or other types of securities, all investors love seeing their portfolios score big returns. But when you’re an income investor, your primary focus is ... Read more »

FAA Approves Request by 19-Year-Old to Continue Tracking Elon Musk's Jets

The ongoing drama between Elon Musk and 19-year-old Jack Sweeney on Twitter seems to have reached new heights as Sweeney has now doubled down on receiving legal documentation to continue ... Read more »

Here's How Small Businesses Can Survive the Post-Pandemic Economy

The last two years have been especially difficult for small business. The good news is that it’s made many entrepreneurs smarter, stronger and more adaptable. The bad news, though, is that ... Read more »

How Business Leaders Can Thrive in Puerto Rico

Having helped several entrepreneurs move to and establish themselves in Puerto Rico, I’ve noticed that the island’s tropical lifestyle, enticing tax incentives and booming financial sectors have attracted many successful business owners. ... Read more »

5 Reasons Why You Should Give Gifts to Employees Any Time of Year

Ask around, and you’ll find that many professionals don’t feel they work in the most optimistic or fun-loving environment these days. The ongoing health crisis continues to make working from ... Read more »

'I Do Not Believe Silencing Joe is The Answer': A Complete Timeline Of the Spotify and Joe Rogan Controversy

The past few weeks have been a whirlwind of controversy surrounding Spotify and Joe Rogan’s podcast The Joe Rogan Experience. The streaming platform, which signed a reported $100 million deal ... Read more »

Spectrum Brands (SPB) Q1 Earnings Lag on Cost Inflation

Spectrum Brands Holdings Inc. SPB reported mixed first-quarter fiscal 2022, wherein the bottom line missed the Zacks Consensus Estimate, while sales beat the same. Strength in the pet segment and ... Read more »

Tyson Foods (TSN) Q1 Earnings Top Estimates, Sales Up Y/Y

Tyson Foods, Inc. TSN posted impressive first-quarter fiscal 2022 results, with the top and the bottom line increasing year over year. Sales and earnings surpassed the Zacks Consensus Estimate. – ... Read more »

Diodes (DIOD) to Report Q4 Earnings: What's in the Cards?

Diodes DIOD is slated to release fourth-quarter 2021 results on Feb 9.For the fourth quarter, the company expects revenues of $476 million (+/-3%). The Zacks Consensus Estimate for revenues is ... Read more »

What to Expect Ahead of Sonos (SONO) Q1 Earnings Release?

Sonos, Inc. SONO is scheduled to report first-quarter fiscal 2022 results on Feb 9.For fiscal first quarter, the Zacks Consensus Estimate is pegged at $647.17 million, indicating a year-over-year increase ... Read more »

Hasbro (HAS) Q4 Earnings & Revenues Beat Estimates, Stock Up

Hasbro, Inc. HAS reported impressive fourth-quarter fiscal 2021 results, with earnings and revenues surpassing the Zacks Consensus Estimate. The bottom line outpaced the consensus mark for the sixth straight quarter, ... Read more »

Zacks Industry Outlook Highlights: GoDaddy, QuinStreet and Asure Software

For Immediate Release Chicago, IL – February 7, 2022 – Today, Zacks Equity Research discusses GoDaddy GDDY, QuinStreet QNST and Asure Software ASUR. – Zacks Industry: Internet Delivery Link: https://www.zacks.com/commentary/1862576/3-internet-delivery-stocks-to-watch-in-a-challenging-industry ... Read more »