Count On Coffey

Millennials make up a growing share of your healthcare market. They're looking for primary care, specialty care and care for their kids and aging parents.

To reach them, consider a proven channel with renewed relevance: direct mail.

According to the U.S. Small Business Administration (SBA) and the U.S. Postal Service, direct mail is gaining traction among millennials, who respond to it in ways that might surprise you. Here's why:

Direct mail gets noticed. Your audience receives hundreds of emails a day—but only a few pieces of physical mail. A printed piece can break through the noise and grab attention in ways digital messages often can't.

It's more trusted. Millennials are savvy consumers. They often see email as junk but view printed materials as more credible and worth a look.

It's more shareable. Unlike email, which usually stops at one person, a mailer can sit on a kitchen table or counter, where others in the household can see it—giving your message added reach.

It gets read. Research from Keypoint Intelligence found that millennials are more likely than other groups to view reading direct mail as a leisure activity. That opens the door for your message to be absorbed—and acted on.

It sticks around. An email can be deleted in seconds. A mailer might stay in the house for days—or even weeks. According to RetailWire, the average lifespan of direct mail is 17 days.

Make your direct mail campaign count

To get the most from your investment, tailor your strategy to this audience. Here are some proven tips:

Target the right households. The SBA reports that 54% of consumers will talk about a mail piece from a brand they recognize, even if they've never used it. That makes brand awareness a powerful tool.

Design with intent. If you're trying to reach millennials, take a cue from social media. Use strong visuals, clean layouts and short, engaging copy. In one survey, 25% of adults ages 25 to 34 said they open direct mail based on print and image quality alone.

Drive action online. Most millennials who respond to direct mail also search online for more information. Make that next step seamless with a QR code or vanity URL that leads to a dedicated landing page. Use that page to guide them to register for an event, take a risk assessment or download a guide—ideally within one click.

Direct mail can do more than deliver a message—it can build trust, increase engagement and bring more people to your website or front door.

Categories: Print