Want to reach affluent Millennials? A preferred channel will surprise you

Posted on Oct. 15, 2013 by @direct_cpc in Marketing solutions

Over half of the Millennial demographic would rather give up their sense of smell than their smart phone (80% of them sleep with it on bedside table). So it might come as a surprise that direct mail is the marketing channel that most affects the store choices of these digital natives, according to a recent Nielsen report.

By 2018, Millennials will have more spending power than any other generation – and they have no concept of life without the internet or cell phones. Maybe it’s because they spend so much time living online that they respond strongly1 to direct mail. Leading analytic and social marketers have found that Millennial customers respond well to direct mail because:

  • 90% of Millennials prefer to receive promotional materials through direct mail – we’ve all felt that moment of excitement and curiousity when a well-designed piece of direct mail appeals to our desires.
  • It’s rarer – Millennials are bombarded with digital ads. A physical marketing message has much less competition for the viewer’s attention.
  • Direct mail works well with other channels – it’s a great way to catch the target’s attention and send them to your services. Why do you think Google uses direct mail for B2B marketing?
  • It’s tangible, allowing marketers almost unlimited creativity through which to make an impact on both the physical senses and the mind. This interactive piece for M.A.C from Boongdesign dramatically demonstrates the “before and after” effects of the cosmetics.


This generation has grown up in the wired world. They value their connections and their experiences. Direct mail is a physical experience, one that stands out from the forest of marketing messages, as long as it is targeted, personalized, and crafted to appeal to this very savvy customer-base.

When it comes to reaching Millennials, deliver your clients’ calls to action right into their target customers’ hands.

1Epsilon, 2011

READ MORE: Breaking through the static – direct mail delivers.


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