Would you find it interesting to note that the Millennial Generation, also known as Generation Y, responds highest to direct mail among all demographics? Those born in the early 1980s to the early 2000s (depending on which definitions of the generation you go by), see direct mail as a more exclusive channel than any digital channel. This is powerful information for all marketing strategists. Ignoring it would be missing out on making some major marketing impact.

Yes, the Millennial Generation is quite tech savvy, but that also means they are bombarded with digital messages constantly. So reaching out in a more tangible way, via direct mail, these consumers feel the impact of the message more strongly. Less competition in the direct mail arena means more eyeball time when a Generation Y consumer receives your direct mail marketing piece.

Of course, you can't approach this generation in the traditional direct mailer way. A simple postcard with a simple offer may not be given much of a look. But tie that message in with other media and then you give these consumers a compelling reason to move forward. Short, persuasive copy, leading to a landing page (optimized for mobile, since much of the Millennial Generation uses their smartphones or tablets a large amount of the time) with video instructions or other short but clear details, are more likely to motivate a purchase versus superfluous verbiage.

You use personalized urls and QR codes. You provide calls to action that includes game downloads and videos. You encourage them to share information via various social media platforms. You make it a physical communication that links to the virtual world that the Millennial Generation consumers know so well.
This younger generation is assumed to have limited attention spans. And perhaps that is true to a degree. But as consumers they make decisions and have tremendous purchasing power. It would be foolish to not court the Millennial Generation and take advantage of the fact that the generation consists of technologically confident consumers who appreciate the personal touch that direct mail provides.

About John Foley, Jr.
John Foley is the founder of Grow Socially, an online marketing company including Social Media. They provide marketing consulting and delivery services. Created in 2010, Grow Socially, Inc (www.GrowSocially.com) helps companies with their online marketing efforts, with a focus on social media. These services include discussing and creating marketing plans, strategies, tactics, and goals that align with your company's needs.
In addition to his role at Grow Socially, Mr. Foley serves a CEO for interlinkONE, an integrated multi-channel marketing web solutions company serving the print and fulfillment industries and marketing departments.