Millennials are never far from their digital devices, but they also pay close attention to political mail, a new study has found.
Eighty percent of millennials — a term that generally describes adults born after 1980 — prefer to receive political ads by mail rather than online, according to the study.
Seventy-eight percent of these adults read political mail, much higher rates than other age groups. Two-thirds of millennials are likely to research a candidate because of a political mailpiece — including 54 percent who go directly to the candidate’s site.
“Millennials are paying very close attention to political direct mail — it is a must-have component of a multi-channel communications strategy and important launching point to digital channels,” the report states.
The Postal Service and the American Association of Political Consultants sponsored the study, which is based on a national survey. USPS is working with the association to demonstrate the effective use of mail in political campaigns.
The study also cites Gallup research that shows 36 percent of adults under age 30 look forward to checking their mailbox each day, further underscoring direct mail’s effectiveness.
Sales VP Cliff Rucker introduced the study at a recent American Association of Political Consultants meeting.