Direct Mail for Millennials: The Surprising Comeback in DTC

Direct mail? Millennials?

Might sound like a weird mix, given under-45s are so digital forward, but some serious analysis has shown that they’re actually engaging with (and buying from) direct mail.

Let’s talk about that.

Millennials and Direct Mail: Myth vs. Reality

There’s a common misconception that only older generations pay attention to direct mail. 

The reality? 

Millennials check their mailboxes too—and often with enthusiasm. 

Some quick stats:

• 88% of millennials take time to look through their mail to ensure they don’t discard anything useful​.
• 73% would be upset if they stopped receiving mail​.
• Many millennials even look forward to mail; 80% say they anticipate seeing what’s in their mailbox​ every day.
• Physical mail holds a trust factor for millennials that digital channels lack. Research shows 90% of millennials consider direct mail more reliable than email​. 
• They’re inundated with emails and social ads, so a tangible letter or postcard feels more legitimate. 
• Nearly two-thirds of millennials (65%) pay attention to direct mail ads—and they act on those mailers. Compared to Gen X and Boomers, Millennials are the most likely to take action on marketing mail, whether that means bringing a coupon to a store or visiting a website they saw in a mail piece​.

The data paints a clear picture: direct mail for millennials isn’t a marketing dead zone. This demo group opens, reads, and trusts mail way more than you might think.

Why Direct Mail Works for Millennials

So what’s behind the millennial mail renaissance? 

Here’s why sending direct mail to millennials can be so effective:

• Digital Fatigue: Younger consumers face a nonstop stream of online ads, emails, and notifications. A physical postcard in the mailbox stands out as a welcome change of pace.
• Tangible and Personal: Direct mail feels authentic. One study found 57% of 18–34 year-olds say mail is “very useful,” the highest of any age group. In fact, 67% of millennials view physical mail as more personal than email​—likely because an email can feel more like spam, while a letter feels like it was meant for you.
• Less Clutter, More Attention: With fewer companies sending mail these days, there’s less competition in the mailbox. A well-crafted postcard faces far less clutter than a crowded email inbox or social feed.
• Trust and Credibility: Millennials seem to trust what they can hold. Physical mail comes across as more trustworthy and safe. There’s no phishing link or malware in a paper flyer. A real stamp and ink may signal legitimacy.

Bridging Mail and Digital in DTC

The truth is that direct mail is DTC’s secret weapon, especially when digital fatigue is hitting everyone… Hard. 

People across the board are acting from and engaging less with ads and emails (what are your open rates looking like recently?) and more with direct mail. And that behavior is true for Millennials, too. In one survey, for example, 47% of millennials visited a brand’s website after receiving a piece of direct mail.

Translation: direct mail is pure gold for DTC marketers looking to acquire, retarget, and win back millennials.

A postcard, trifold mailer, or catalog can drive a millennial customer to an ecommerce site. And because many millennials feel bombarded by email promotions, a physical mailer from a brand they recognize can cut through the noise.

And… You Can Reach Everyone!

Another massive advantage of direct mail is that you can reach “offline” segments of your customer base. 

Even the best ecommerce brands find that only a fraction of their most valuable audience (previous customers) is actually engaging with emails. It can even be as low as 10%.

• They could be getting buried in promotions.
• Customers may have unsubscribed after they purchased or after a few months.
• Customers are dealing with good ol’ digital fatigue.

Bottom line… A huge chunk of customers may never see your messages. But you still have their addresses, so you can send them mail.

Case (Study) in Point: How Dr. Squatch Reached “Unreachables” with Direct Mail

One of our favorite examples of an ecomm brand successfully leveraging direct mail for millennials in its marketing strategy is the legendary Dr. Squatch, which grew in large part because of popularity among Millennials.

TLDR: Dr. Squatch built its name through social media ads and online buzz, but they faced a common challenge: email and SMS marketing were only taking them so far. Many lapsed customers simply weren’t responding to digital messages, resulting in lost revenue.

So, they tried something different. Dr. Squatch’s team decided to send a targeted postcard campaign to win back inactive shoppers.

They focused on customers who hadn’t made a purchase in 7 to 9 months, hoping something tangible would re-engage them. 

The results? Incredible. 

• Customers who had been dormant for months started buying again. 
• The campaign achieved a 12.66% conversion rate and delivered an over 10× ROAS for Dr. Squatch​.
• Direct mail reconnected Dr. Squatch with loyal buyers who had drifted away in the digital shuffle. 

Since that initial test, Dr. Squatch has made direct mail a regular part of its marketing mix, using postcards for product launches, limited-time offers, and other creative campaigns to complement their emails and social ads.

The Endgame: Send Millennials Mail

Sending direct mail to Millennials is a guaranteed way to stand out from the inbox gladitorial arena. You’ll reach virtually everyone, and Millennials do respond to mail.

So, be like Squatch—and hundreds of other brands—and give it a try.

If you’re looking for a direct mail platform that can hit the full funnel (prospecting, retargeting, and retention) and that can specifically target Millennials or any other age group, we (PostPilot) can help.

PostPilot was built for Shopify brands. You can think of us as Klaviyo + Meta for direct mail.

Now, we’re (by far) the #1 direct mail platform for Shopify brands. Even if you’ve never done direct mail before, we’ll get you launched in a matter of days, and you’ll barely have to lift a finger—your dedicated account manager and designer will handle everything for you.

Check us out.

‍