How Do They Feel About Print? Print provides “pattern interruption” • Digital is “normal” to millennials, so they block it out, just like older generations blocked out “junk” mail. • Print advertising acts as an interrupter in a world of websites, social media and email. Print provides pleasure • Direct mail provides a more pleasing experience than digital mail that clutters their inboxes. • 82% of millennials say receiving a handwritten letter, note or greeting card in the mail has a lot of value. Print commands attention • 62% read through advertising mail rather than discarding it without reading. • 52% of millennials are more likely to make a purchase from a company that advertises to them using both direct mail and digital. 5 Things to Consider When Using Print: • Combine multimedia and digital, embedding things like QR Codes or augmented reality (AR) linking your piece to videos and interactive materials. • Keep your messaging succinct and easy to read by providing bite-sized pieces of information. • Be real and authentic with your language and avoid using slang. • Retarget with direct mail by following up with personalized messaging based on users’ actions on your website, mobile app, email, or social media. • Environmental consciousness is a significant decision, so use eco-friendly materials like recycled paper and biodegradable inks. Don’t be afraid to include a note about your sustainability practices to build trust. Sources: U.S. Labor and Statistics; Do Millennials Respond to Print and Direct Mail Marketing? (Ballantine); 5 Reasons Why Young Consumers Love Print Advertising (powerdirect.net); USPS; Printing Impressions domtar.com/inspiration
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