Millennials like direct political messages

Contrary to common assumptions that millennials are addicted to digital, a new study from the US Postal Service (USPS) has found that 18-24-year -olds actually prefer direct mail political ads over online ads, and they are more than twice as likely to read direct political mail than the older generation. The survey, which USPS conducted with the American Association of Political Consultants (AAPC), aimed to further understand millennials’ attitudes and behaviours toward direct mail in comparison to non-millennials.

“As the much-coveted demographic of 18-to-24-year-olds has grown up with and around computers, focusing exclusively on digital channels seems like the obvious strategy,” said USPS Sales Vice President Cliff Rucker. “What we actually found was that millennials are far more likely than non-millennials to read and engage with direct mail, particularly political mail.”

The key findings of the report included:

• Millennials prefer political mail over other forms of political advertising. At least 42% of millennials prefer direct mail political ads over online ads, with 38% favouring both equally. (Only  20% prefer online political ads.)

• Millennials are more likely to read, discuss and use political mail. Over twice as many millennials thoroughly read political mail they receive (40% compared to 18% for non-millennials.) Additionally, they discuss political mail more with others (78% compared to 63%) and use mail to remind them when to vote.

• Political mail prompts millennials to take action. Because of political mail, 66% of millennials are likely to research the candidate, with 54% visiting the candidate’s website.

“With a saturated and competitive political advertising environment in the 2016 election cycle, campaigns will need to maximize opportunities to get the right messages in front of the right audiences at the right time,” said Rucker. “The survey uncovered direct mail as an indispensable part of an omni-channel communications strategy for campaigns of all sizes to reach millennial voters.”