With so many blogs and opinions proclaiming the death of direct mail, you might be wondering why you are still working hard to come up with a campaign. The reality is, while digital marketing has its sweet spot, direct mail marketing still delivers excellent results, especially if you know what you are doing.
So have you ever wondered who is still reading your mail? There are more people than you might think. Here is why direct mail is witnessing a resurgence:
Baby Boomers 
In various research studies, it has been concluded that baby boomers and older consumers are highly likely to purchase products when influenced by a direct mail campaign. A Gallup research study says Americans above age 65 constantly look forward to checking their mail every day. While they may not specifically be checking their mail for marketing materials, they are more likely to spend more time with the mail they receive.
This indicates baby boomers are more likely to check out your brochures, postcards and catalogs. They will surely open your direct mail and look through what you have to offer.
Millennials
Recent research studies have also concluded that the millennial generation might not be as digitally minded as it was first perceived to be. In fact, with the rising intangibility in technology, many millennials are looking for something more tangible. They are likely to prefer direct mail instead of marketing emails.
The USPS Household Diary Study compares the actions of young adults during 1987 when email was still not so common to the way they respond to direct mail today. The study shows that the number of individuals who set aside marketing materials is dwindling while the number of those who avidly read their marketing mail is rising.
Women
Women influence more than 85% of all household purchases and this is one reason why direct mail should target them. The influenced purchases vary from cars to real estate and vacation homes. What makes direct mail marketing so effective to women is that over 85% between the ages of 25 and 44 read mailed and printed advertisements.
Now you know who some of your primary targets can be: the baby boomers, millennials and women. Get in touch with us at Mellady Direct today to learn more about how our direct mail marketing services can help you connect with your target audience.
