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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.
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:
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.
So what’s behind the millennial mail renaissance?
Here’s why sending direct mail to millennials can be so effective:
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.
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%.
Bottom line… A huge chunk of customers may never see your messages. But you still have their addresses, so you can send them 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.
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.
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.
Join thousands of ecommerce brands using PostPilot to acquire more customers & keep them coming back again (and again).
No contracts. No minimums.