Millennials have their own ways of shopping and spending money. If you want to reach them, and you definitely do since they’re the largest generation in US history, you have to think like they do. What do they want? How do they want it? When you change your marketing to match their needs, then you’ll win their trust.
Millennials Love Direct Mail
Though this particular generation is the first to include digital natives, they put a lot more faith in tangible mail. Maybe it’s because spam emails have always been a “thing” in their lives. Whatever the reason, 92% of millennials say that direct mail influences their store choices.
That doesn’t mean they want to be inundated with fliers, postcards, and letters. Sure, 85% of this generation use mail coupons, but they also like to receive some communication by email, too. A balance between direct mail and digital marketing is the best way to spark and foster a relationship with your millennial customers.
Millennials Are Careful
Your ideas of necessary purchases may not match those of millennials. For one thing, they’re making less money now than they did fifteen years ago. They also have higher debt levels due to rising college and university costs. For that reason, they’re less likely to purchase items that older generations would consider necessities. Items like cars, designer clothing, and even televisions are considered luxuries.
Instead of buying many of these luxury items, they just need access. Rideshare companies like Uber and Lyft have taken full advantage of this phenomenon. Streaming services like Netflix and Hulu allow young television viewers to keep up with movies and shows on laptops so that a TV purchase isn’t necessary. Clothing rental services like Rent the Runway and Gwynnie Bee give millennials the chance to wear designer labels without the commitment of purchase.
In other words, they know what true necessities are, and they find ways to enjoy the luxuries without spending large amounts of money.
What Millennials Buy
To get a young buyer to part with money, you must prove value. Part of the buying cycle involves consideration, when buyers need as much information as possible before making a purchase. If you can’t prove the value of your products or services during the consideration phase, those consumers won’t convert.
Big brands aren’t guaranteed loyalty from these shoppers, either. Yes, a millennial will happily pay more for a brand, but only if that brand is synonymous with quality. Luxury really has no place in a millennial’s buying habits.
With all of this information in mind, it may be time to rethink your direct mail and digital marketing campaigns aimed at millennials. If you’re looking for a direct mail company that can help you grow your business, give us a call.