Reaching today’s digitally burnt-out consumer is a challenge for brands, as most consumers prefer to make purchases online. With so many choices available online, it’s important for brands to understand the needs of today’s consumers and adapt their marketing strategies to suit these needs. In a recent study, 72% of prosumers and 59% of mainstream consumers said they wanted real-time customer service. By offering quick and easy answers, customers are more likely to purchase from a brand. They also want to see customer reviews of products they might be considering. 

Despite the challenges of reaching today’s digitally burned-out consumer, direct mail continues to be a proven sales driver. In fact, 37% of millennials report that they receive more than three thousand marketing emails per day. Yet, 63% of millennials said they are too busy to read a single email. Even so, direct mail is still a powerful sales driver if combined with digital engagement. 

The digitally burned-out consumer is not unique to a generation. The younger set is especially prone to the pitfalls of digital burnout. According to the Havas CX report, 22% of millennials say they receive too many marketing emails. Although direct mail has been proven to work with the younger generation, it’s unlikely to be a sales driver in today’s world. However, 75% of millennials say they feel special when they receive personal mail. 

The benefits of digital engagement can be seen across generations. Millennials, for example, are digital natives. They report receiving too many marketing emails, and only 22% of millennials report receiving too few direct mail pieces. Millennials respond to direct mail best when it’s combined with digital engagement. Moreover, millennials value personal mail and are more likely to buy products and services that come from a personal mailer. 

The digitally burned-out consumer can be found in any generation. For example, millennials have been exposed to too many marketing emails and have little interest in interacting with businesses and brands. This means that their time spent in retail is limited. Therefore, it’s critical for millennials to experience meaningful experiences. This is not a small issue. The digitally burnt-out consumer has the capacity to be reached in every corner of the world. 

Digital burnout has no age limits and is a global phenomenon. Millennials are digital natives. They spend more than 90% of their time online and 77% of them said that they get too many marketing emails. The millennial generation is the perfect audience for direct mail. Among millennials, direct mail is rare and personal mail is a cherished item.