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USPS publishes report on direct mail, millennials and it’s so wrong

(SOCIAL MEDIA) The USPS published a study about the relationship between millennials and snail mail and Facebook lost its collective mind.

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Snail mail

USPS recently cultivated seemingly misrepresented information to develop a white paper report titled: “Still Relevant: A Look at How Millennials Respond to Direct Mail.”

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The report, although descriptive, has received a ton of backlash from millennials who have adamantly rejected the findings.

Throw some numbers

The first assertion the study makes is that young adults do read mail, although the stereotype is that they are digital obsessed and only reachable through social media. The study establishes though, that millennials respond to “paper in a mailbox.” According to the USPS in fact, 84% of millennials take the time to look through their mail while 64% would rather scan for useful information in the mail than email.

To support this assertion they relied on other studies to develop an infographic to reveal in more depth what millennials think and do about direct mail, or paper in the mailbox. According to the infographic, 77% of Millennials pay attention to direct mail advertising, 90% believe mail is reliable and 87% actually like receiving direct mail.

Another assertion from the USPS is that there is little difference between non-millennials and millennials and how they consume mail.

According to them millennials are 5% more likely to scan the mail, organize and sort the mail, and show mail to others.

One explanation for USPS’ overall assertion that Direct Mail is still relevant is based on a study with the Center for Neural Decision Making at Temple University’s Fox School of Business on a study to gauge responses to physical and digital advertising pieces. They found that millennials processed digital ad content more quickly and spent more time with physical ads.

They also found that physical ads had a stronger emotional response and triggered activity in a part of the brain that corresponds with value and desirability.

The Canadian Post found similar results in two campaigns that used the same creative and messaging for both physical and digital media. From those they divulged that direct mail campaigns require 21% less cognitive effort to process, and participants’ recall was 70% higher when exposed to direct mail opposed to digital ads.

And despite the fact that it has been proven that millennials are more digitally engaged, the USPS and other marketers feel they are also suffering from digital fatigue and therefore ignore digital ads because they are so frequent. At the end of their white paper findings though, the USPS is careful to add that they do not recommend marketers to abandon all digital channels, because millennials are so present there.

How Do Millennials Feel About USPS’s Information on Millennials

As a millennial who vehemently avoids my mailbox, and has a monthly compost of physical ads from the USPS, I knew there would be opposition and widespread disagreement, but not like what I found. The most straightforward and common view I found, was a Facebook post with 427 likes and 48 supporting comments:

And while I don’t hate the USPS, I do partially agree with Derrick in that we don’t want mailbox fluff. A further look into comments reveals the majority of millennials and non-millennials too, disagree with the USPS’ findings.

A search on Reddit returns even more millennials who absolutely disagree, and makes us wonder: who the heck, and where the heck, did USPS get this information?Click To Tweet

I understand physical mail may provoke more emotion than digital ads since we are digitally desensitized, but I’m interested in what group of millennials they interviewed and what they asked for them to report that 84% of millennials take the time to look through their mail.

Millennial mail

Overall, we as millennials respect the USPS for its years of service and mail delivery, but to say we prefer it’s direct mail over digital content, is largely controversial and hard to agree with.

#USPS

Lauren Flanigan is a Staff Writer at The American Genius, hailing from the windy hills of Cincinnati, with a degree in Marketing from the University of Cincinnati. She has escaped the hills, and currently resides in Atlanta, where you can almost always find her camping at a Starbucks strategizing on how to take over the world.

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4 Comments

4 Comments

  1. Gordon Glazer

    April 26, 2017 at 6:24 pm

    So it appears your thesis is supported primarily from opinions and likes to a negative comment on FB. And this is worthy?

  2. Scott

    April 27, 2017 at 9:21 am

    As a millennial and someone who works in the Direct Marketing Industry, I do question the percentages given on this report. I also know that my inbox is saturated with offers that I don’t even glance at.

    My biggest take away from this article is trying to correlate a “Reddit User” comparatively to a “Non-Reddit User”. I think it’s fair to say the typical person who posts on Reddit will be skewed against Direct Mail or Traditional Marketing Practices.

  3. Jamie Lumm

    April 27, 2017 at 12:35 pm

    I am going to avoid making a snarky comment about the obvious grammatical error in the headline, so in keeping with the dozens and dozens of pieces of junk adverts I receive every day on Facebook, “like and share if you can find the mistake.” Oops, I think I just snarked there a little.

    What I find ironic about this article is how the author, in what some would describe as typical millennial fashion, dismisses the finding of two extensive studies because of “likes” and “comments” she viewed on Facebook. Seriously? Is that what millennials think constitutes research or objective polling? That’s what is called confirmation bias and is about as objectively reliable as asking Trump supports if we should build the border wall. If you really “wonder who the heck and where the heck” the USPS got this information, you should take the time to read the references listed in its many footnotes. Otherwise, people might think millennials have a short attention span.
    And while you’re at it, calm down a little. There’s no need to be vehement (def: strongly emotional; characterized by rancor or hostility; marked by great energy or exertion)about avoiding your mailbox. Somebody else paid for what was sent to you. Besides, a daily stroll to your mailbox is good for you, and you can toss your junk mail in the trash (or compost) all at once rather than having to swipe or mark each piece. Meanwhile, it provides the many millennials who produce and deliver it with decent well-paying jobs.

  4. Pingback: Amazon Hub is about to revolutionize the mail scene - The American Genius

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Instagram makes IGTV videos more accessible with automatic closed captions

(SOCIAL MEDIA) This new feature for Instagram opens avenues for viewers who don’t or can’t use audio on IGTV videos, creating more accessibility for all.

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Instagram live being recorded will now feature auto captions.

In an effort to expand accessibility efforts, IGTV videos on Instagram will now include an auto captions option. While its parent company, Facebook, has included auto captions on uploaded videos since 2017, this new-for-Instagram feature is expected to widen audience viewership and increase potential viewing by those who prefer watching sans-audio.

In a statement by Facebook, the company states: “While there is no shortage of information, not everyone can access it. It needs to be available to the hundreds of millions of people in the world who are deaf or hard of hearing. According to the World Health Organization, over 5% of the world’s population – or 466 million people – have disabling hearing loss, and that is projected to increase to over 900 million by 2050.”

Current events have made the need for auto captions even more critical for inclusion. “The rapid spread of the COVID-19 pandemic caused a spike in both the supply and demand of public health information. Several local and state governments, that were accustomed to holding live press conferences but didn’t have the resources, staff or technology to record, stream, and caption their live events, turned to Facebook Live. Several governments also discovered that video captioning was not just a nice-to-have, but imperative, especially in the absence of available sign language interpreters,” states the company.

Currently, Facebook provides auto captions for videos in 16 languages and has announced that Instagram’s IGTV will have access to the same features. The caption accuracy is determined by the video’s audio quality, although AI technology is constantly improving in both precision and speed.

Additionally, branded content ads are likely to see an increase in consumer interaction. Recently published data by Facebook shows ads visually designed for watching with the sound off have 48% more relevance to viewers and a 42% higher purchase intent. As auto captions normalize across social media, users can expect ad content to utilize this feature to the fullest.

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New tool organizes your Reddit feed (and makes it actually usable)

(Social Media) Reddit’s UI hasn’t always been super intuitive. ‘Deck for Reddit’ organizes your feed into themed columns, making it way more user-friendly.

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Deck for Reddit on display on laptop on desk.

Love it or hate it, the mass collection of forums on Reddit have some form of content for everyone. The simple UX design places content straight down the middle of the screen and the infinite scrolling feature allows you to view a limitless amount of content from cute puppy images to cringe-worthy videos. However, its simplicity isn’t very practical, and is something that I think should be voted down.

Yes, Reddit has come a long way from its previous text-heavy form, but there is still a lot to improve on. Charles Yang, a frustrated Reddit user, has created a web app that could change all that: Deck for Reddit, a desktop optimized, alternative way to browse your favorite forums.

“I built it to show as much content as possible at a glance, while respecting your screen real-estate,” writes Yang.

Currently, the web app is in open beta. With a very similar experience to Tweetdeck, this Reddit tool seems to hold some promise.

On the far left side of the website, there is a list of icons with all the subreddits you’ve subscribed to. Clicking on an icon will take you directly to that subreddit column. This is very convenient for users with a bunch of subscriptions. Additionally, by making several subreddits visible on the screen all at once, Yang succeeds in his goal of taking advantage of the vast empty white space that Reddit failed to use.

From this display, you can click on a post, and it instantly expands to show all the comments. Hit the back button, and the post collapses. Now, you are back to seeing all the posts related to that subreddit. And at the top of each subreddit, you can easily sort the content by what’s new, popular, and trendy. Engagement has never felt easier.

Along with everything else, this extension also adds another great feature in setting customizations. The theme can be switched from light to dark mode. Fonts, text size, and even the shape of the subreddit icons can all be adjusted. Preferences can be changed to hide viewed submissions and reduce animation motion. And if you’re slacking off at work or want to chill, you can set it to hide NSFW content.

Overall, Deck for Reddit makes the user experience smooth sailing, and it truly makes Reddit the “front page of the internet.”

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Instagram now lets you create and share fundraisers

(SOCIAL MEDIA) If you’ve been wanting to start a fundraiser for something you care about, Instagram’s new feature lets you do just that. Go check it out!

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Instagram Fundraiser

Instagram announced last week that it has launched a test for a Personal Fundraiser tool on its platform. The feature will allow users to start their own fundraiser if it complies with guidelines or choose an existing cause to support. The launch began in some US, UK, and Ireland markets and is available on Android and iOS.

In its announcement, the company confirmed that since January, more than $100 million has been raised for COVID-19 across Facebook and Instagram (also owned by Facebook), citing that donations on Instagram have doubled in the US in the past 30 days. The announcement said, “from people raising money to buy medical equipment for Black Lives Matter protesters, rebuilding Black-owned small businesses affected by COVID-19 and funding educational resources related to racial justice, people are eager to mobilize around causes they care about.”

Personal Fundraisers are short-term and meant to serve time-sensitive causes, with the initial duration lasting 30 days with the option to extend for an additional 30 days. Users must be 18 to create a fundraiser and have a designated bank account in which funds can be deposited. Donations will be processed through Facebook Pay, which also powers Instagram’s new shopping features. The platform covers fees for non-profits, but not for Personal Fundraisers. Donors can choose to keep their information hidden from the public, but organizers will be able to see user names and donation amounts.

To start a Personal Fundraiser, users with access to the feature can tap “Edit Profile”, “Add Fundraiser”, followed by “Raise Money”. They can then choose a photo, select the fundraiser category, and write out a story to encourage donations. When approved, users will be able to raise funds.

Instagram says it will expand the number of users who have access to this feature in the months ahead, as well as give users access to share fundraisers both in their Feed and within Stories. Fundraising features already offered by the company include Donation Stickers for Stories and a Live Donations feature for live streams.

This feature is similar to the fundraising feature already available on Facebook, Instagram’s parent company.

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