Don't think that millennials -- the generation hooked to the smartphone and social media -- don't appreciate words written on paper.
A study by the United States Postal Service and the American Association of Political Consultants shows that this election season, millennials are relying on direct mail for information about candidates to help them choose which candidates will get their votes.
According to the study, "an exclusive focus on digital channels would miss an important opportunity for communications outreach: direct mail. ... Millennials are paying very close attention to political direct mail — it is a must-have component of a multichannel communications strategy and important launching point to digital channels."
The study goes on to state that 36 percent of people under age 30 check their mailboxes each day -- the same percentage as those ages 30 to 49.
It's a good lesson for those of us who want to reach millennials who aren't on the political spectrum: don't think they are only receptive to digital communications. That's why you want your business plan to include both print and digital elements.
Print and digital. PRigital.
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