Email fatigue, and digital fatigue in general, is part of what's causing
some millennials to gravitate towards more traditional forms of media. Digital
natives taking a trip on the DM train to Engagement Land.
In fact, among the millennial audience, more than 50% get print deals from
newspapers, while 33%
look to DM pieces for information on offers. I can vouch for this phenomenon. (What? Hey, some commentators say the millennial generation includes people born in the early 1980s. Shut up.)
But the trend is more pronounced among members of Gen Y. They basically had Wi-Fi in the womb, their smartphones are indispensable to them—and they like getting things delivered to them in a physical mailbox.
According to a new study from Research Now, teens and twentysomethings are twice as likely to say they were introduced by an offline ad to a product they later bought. Research conducted by Money Mailer found something similar: 90% of 25- to 34-year-olds say they think direct mail is reliable, while 87% say they like getting information and offers from retailers in the mail.
