The Gods Have Spoken: Send Millennials Mail (Yes, Really)

Why direct mail is the secret weapon you’ve been ignoring.

The clouds parted, and the gods whispered their message. Not Zeus or Apollo — but the gods of mail delivery. Some people call them by their earthly name: USPS. As their voices blended with the sound of letter sorting machines, mail truck brakes, and missed pick ups, they delivered a revelation.

Here’s what they said: Direct mail works. And not just for the older crowd — Millennials and Gen Z are listening, too.

Why Handmade Sellers Should Care About Direct Mail

You might think, "Aren’t younger generations glued to their screens?" Yes, they are, but that’s also why physical mail stands out. In a sea of endless scrolling, getting something tangible in the mail feels like a novelty, especially to Millennials and Gen Z. The data backs this up: younger audiences respond exceptionally well to direct mail. It's something unexpected and personal in a world dominated by digital ads.

The Meta Dilemma

Many businesses, especially handmade sellers, assume their younger customers will only respond to digital offers on platforms like Facebook and Instagram. But here’s the truth: betting everything on Meta isn’t your only option, especially when ad costs (CPMs) have shot up over 60% this year. While Meta ads still work, you don’t need to bet your entire business on them.

Thanks to Neal Goyal for posting this chart.

Direct mail is a powerful tool that cuts through the digital clutter, making your brand stand out. So, before you pour all your Black Friday/Cyber Monday budget into online ads, consider mixing in some physical mail pieces.

How to Leverage Direct Mail for Your Handmade Brand

• Send a Welcome Mailer: When someone orders from you, follow up with a postcard thanking them for their purchase. Include a special offer for their next order.

• Seasonal Promotions: Use direct mail to promote limited-edition holiday products or exclusive sales.

• Engage Lapsed Customers: Haven’t heard from a customer in a while? Send them a handwritten note or a discount code to reignite that connection.

  
  

In a world where everyone expects digital, direct mail can be the surprising touch that makes your brand unforgettable.