Many of us may view direct mail as a part of the Jurassic Period in today’s world due to the fact that email and mobile marketing are so integrated into our daily lives. According to an article in Forbes, direct mail transcends to demographics of a younger age (18-to 34-years-old). You must be wondering how this could be so when the younger generations were brought up in the “Digital Age”. However, according to recent studies, they actually prefer marketing offers through the mail as opposed to online sources.

The USPS has been innovative in making direct mail more measurable for marketers by introducing the Intelligent Mail Barcode (IMB) which has proven to be cost efficient for these marketers. Most marketers have a problem designing an effective piece that will truly stimulate their audience time-after-time. According to a study done by the Target Corporation, their B2C direct mail campaign resulted in the strongest ROI and customer contact and retention. However B2B scored higher for marketers as having the highest ROI. As you can see both customer segments have different ways they prefer to be approached by marketers.

Remember the next time you think of writing off direct mail as a form of marketing just take note it has higher customer retention especially with younger demographics (which seem to be the leaders in building brands and trends).