If you’re thinking snail mail is passe as a marketing tool, especially when targeting millennials, consider this observation from Marketing Profs:
Even though kids live in a digital-online-wireless world of iPods, laptops, mobile phones, text messages and downloadable media, his daughters’ enthusiasm for the low-tech approach of direct mail is not unusual. According to Gronbach, Generation Y customers—who will number 100 million by 2010—watch little broadcast television, don’t read newspapers and rarely listen to broadcast radio. It’s a good thing for marketers, therefore, that they respond so well to this tried-and-true channel.
Quoting Kenneth W. Gronbach, author of the book The Age Curve: How to Profit from the Coming Demographic Storm, Marketing Profs adds: Generation Y loves direct snail mail.