This presentation was creating for the Postal Customer Council (PCC) of Missouri and presented on March 29, 2023. Nearly 90% of millennials enjoy receiving mail - this fits with their affinity for physical media - like vinyl records. A USPS study also indicated that 57% of millennials acted on direct mail offers. Millennials number almost 80MM Americans and are the largest generational cohort in the US. Almost half are homeowners; 30% are married with children. Millennials use multiple devices: phones, tablets and PCs - to access information. They are informed consumers and check out reviews and recommendations before they buy something. Many are encumbered by student debt. Millennials enjoy and utilize coupons, especially for dining / meals. Many millennials in urban areas rent for lifestyle. Many are ambivalent to cars and use uber and lyft for transportation. Millennials engage around brands with social/corporate responsibility. This is important when marketing to this important cohort.

1. Marketing to Millennials
CENTRAL MISSOURI PCC – MARCH 29, 2023

2. Characteristics
 72.19 million millennials in U.S.
 Born between 1981 – 1996 (age 27-42)
 First digital natives
 Social and connected
 Less money to spend
 Encumbered by debt
 Different priorities
Dale "DataDale" Filhaber - Dataman Group Direct
www.datamangroup.com 800-771-3282

3. Dale "DataDale" Filhaber - Dataman Group Direct
www.datamangroup.com 800-771-3282

4. Housing
 Peak home buying years between 30 – 45
 48.6% of millennials own homes = 35MM homeowners
 Many priced out of the market
 Nearly 20% of millennials expect to rent forever
 Trend – affluent millennials renting for lifestyle
 Trend – increased number living with parents (25% of U.S. adults age 25-
34 lived in multi-gen HHs in 2021)
Dale "Data Dale" Filhaber - Dataman Group Direct
www.datamangroup.com 800-771-3282

5. Family
 30% of millennials live with a spouse & child
 Many millennials postponing marriage
 Fluid in where they live. Will move for a better job
Dale "DataDale" Filhaber - Dataman Group Direct
www.datamangroup.com 800-771-3282

6. Marketing Preferences
 Spend $ on Socialization, Education, Apparel, Services, Food away from home,
Food at home, transportation
 Second to Gen-X in terms % of population on digital
 Lowest reading magazines or newspapers
 Least time spent watching TV / listening to radio
 Most likely to shop online
 Preference for brands associated with a cause
 Ambivalence towards owning cars
 Engage around brands with corporate social responsibility
Dale "DataDale" Filhaber - Dataman Group Direct
www.datamangroup.com 800-771-3282

7. Multi-Platform Strategy
Millennials use multiple devices – mobile phone, tablets, desktop
 55% of millennials watch video several times a day on different devices
 72% wants to connect to the news on all of their devices
 You need to go where their eyes are
 Content needs to be relevant. Millennials will share relevant articles,
podcasts, videos and other media with their colleagues and friends. They
consume content while driving, exercising – popularity of podcasts with
this cohort.
Dale "DataDale" Filhaber - Dataman Group Direct
www.datamangroup.com 800-771-3282

8. Dale "DataDale" Filhaber - Dataman Group Direct
www.datamangroup.com 800-771-3282

9. Social Connections
 Trust is important
 Millennials are seven times more likely to give personal
information to a trusted brand…and 46% share their data if it
means they’ll be given a more relevant, personalized
experience.
 Five out of six millennials choose to connect with brands on
social media
 They expect their experience to be reciprocal.
Dale "DataDale" Filhaber - Dataman Group Direct
www.datamangroup.com 800-771-3282

10. Best Practices for Marketing to
Millennials
Multi-Platform
Personalization
Social media presence – Instagram, TikTok, FB
Be authentic / Relevant content
Loyalty programs
Dale "DataDale" Filhaber - Dataman Group Direct
www.datamangroup.com 800-771-3282

11. Millennials &
direct mail

12. What types of direct mail makes
millennials tick?
 Postcard marketing
 Coupons & offers
 Personalization
 Reviews & testimonials
 Remarketing mailers
 Proximity Mailings
 ** Use QR codes to move user to digital for the purchase
Dale "DataDale" Filhaber - Dataman Group Direct
www.datamangroup.com 800-771-3282

13. ”
“Use Direct Mail as the anchor of a
multi-channel campaign
Direct mail brings trust into a campaign, but millennials want to
see the same message across all channels.
Dale "DataDale" Filhaber - Dataman Group Direct
www.datamangroup.com 800-771-3282

14. Thank you!
DALE “DATADALE” FILHABER
DATAMAN GROUP DIRECT
www.datamangroup.com
800.771-3282