Article | Marketing

3 Ways to Move Millennial Buyers Toward Your Brand With Greeting Card Marketing

Kim Totty
L female reading thank you card and laughing
L female reading thank you card and laughing

Millennials came of age during the internet boom, yet they still love some offline traditions — including receiving greeting cards in the mail.

In fact, Millennials take the lead when it comes to greeting card spending, according to Greeting Card Association research. Although Baby Boomers send out more cards, Millennials tend to spend more money on each card they purchase. Millennials will pay about $6 for each card, which shows how much they appreciate the time-honored pleasure of keeping in touch with loved ones throughout the important touchpoints of their lives like marriages, births, promotions, and holidays.

Many people might assume that Millennials would simply send a text or email on special occasions. However, as one paper product expert explained, her No. 1 customers come from the Millennial cohort.

This is great news for business owners and marketers who want to rev up their customer engagement, especially among Millennials whose collective buying power surpasses $4.6 trillion. After all, if Millennials are open to the intimacy of receiving greeting cards, businesses would be wise to use this niche form of direct mail marketing as a way to make inroads. Besides, Fundera reporting suggests that 9 out of 10 pieces of direct mail earn eyeballs.

So mapping out a greeting card marketing strategy to snag Millennials’ loyalty offers a low-risk, high-return investment. (On a related note, our clients have said Hallmark cards get three times better responses than other forms of business mail.) But if you want to woo Millennials, you need to keep these tips in mind:

1. Practice authenticity.

Millennials can sniff out phoniness. Therefore, any greeting cards you send to them must be genuine, inclusive, and personalized. Opt for a handwritten note or use a personalized digital handwriting font to make the card stand out for all the right reasons. At the same time, be sure your messaging resonates with readers.

If possible, switch up the language and content to make it ultra-distinctive. For instance, you might ask your customer support team members to add something unique based on their last conversations with the consumer.

2. Share life’s special moments.

One reason Millennials seem to be gravitating toward greeting cards is that they’re undergoing a lot of life’s milestone moments. These include everything from adoptions to anniversaries. Show that you’re along for the emotional ride by paying attention to important dates and sending cards when those dates roll around.

Do Millennials respond to this kind of detail? Our Hallmark Business Connections partners say they do. We’ve heard that Millennials are twice as likely as other generational members to say they feel noticed when they get a personalized greeting card.

3. Go for the feels.

Human connection tends to be missing during digital touchpoints. Therefore, make the most of the connection you can create when you mail Hallmark greeting cards to prospects and buyers. Our informal results have shown that three-quarters of people who get Hallmark cards experience a stronger link to the business that sent the card. Consequently, use your cards to touch your recipients’ hearts and minds — and save the “sales speak” for another time.

A well-worded greeting card isn’t just a chance for you to get in front of a shopper. It’s a chance for you to become the shopper’s newest best friend. Many people display all the birthday and holiday greeting cards they receive, including those from companies! That means your greeting card could have the longevity that gives you brand recognition far beyond your imagination.

Millennials are at the midpoint of their careers and personal adventures. They’re also exhibiting more buying power year after year, and they have a strong loyalty to brands. Show the Millennials in your buyers’ database that you’re serious about winning their respect and fidelity. All it takes is a greeting card and a simple thought to start a long-term relationship.