Reading time: 5 minutes
Marketing mail plays a role in all our lives. Think: postcards with an offer, catalogs showing goods, coupons, solicitation letters from nonprofits and free samples sent by businesses. But specific direct mail pieces affect each generation differently. From Boomers to Generation Z, we take a look at how these generations respond to marketing strategies so we can better engage them.
Baby Boomers
Baby boomers have lived through historic events and have also seen changes within direct mail and the mail system itself. This adventurous generation has grown up with mail-order catalogs and the invention of the World Wide Web. Boomers enjoy receiving mail and feel it is more personal versus digital communications and are less likely to read email over tangible mail.
50% of boomers prefer to read promotional deals and answer to direct mail messaging. They trust direct mail over any other type of communication. The preference of physically reading promotional material comes from the knowledge that important communications like bills/statements come via mail. Keep in mind, this is what this generation has grown up with and we all feel at times, “why fix something that isn’t broken.”
Baby boomers are less likely to find design elements of direct mail meaningful and typically do not care if the recycling information is on the mail piece (Yes, this generation does try to recycle!). Boomers answer to more direct messaging and don’t always find design elements to be meaningful.
To grab the baby boomers’ attention with a direct mail campaign, make sure to use high-quality materials – it, shows you have invested in something you care about. This generation wants to know why they should respond to you over why they should trust you. Make your message clear and to the point.
Generation X
Generation X is a busy demographic: working, maintaining homes, raising families and caring for aging parents. This generation grew up receiving birthday cards, college acceptance packages and pen pal letters in the mail. Mail is important to them as it’s provided them excitement throughout their life. 70% of this generation is eager to see what the mail brings them every day.
Gen X is more likely to read promotional direct mail pieces versus digital marketing. This generation has the need for digital promotions, but the offer has to fit their need. The Gen-X-ers take on many responsibilities and the most important type of deals or offers that motivate them are the ones that help with those responsibilities. They expect to receive a deal and find that locally owned businesses promotional items are important.
This generation typically enjoys simple, easy-to-read direct mail pieces along with higher quality paper. Along with direct mail, digital advertising can provide a boost when you’re connecting with this group. Digital media should include easy to click email links that allow them to view products and offers. Generation X answers well to multichannel advertising, as long as they have an easy call to action.
Millennials (Gen Y)
Millennials are currently the largest living adult population. They grew up during the invention of smartphones and the integration of the internet into their everyday lives. As the children of baby boomers and Gen X-ers, this generation welcomes the use of in-person shopping and online shopping and utilizing direct mail and digital advertisements offers.
This generation appreciates receiving promotional mail in physical form as well as digitally. Millennials feel that direct mail is more secure than digital communications and it keeps them up to date on products and services. However, this group can sometime feel that sorting and flipping through mail makes them anxious or stressed, and they prefer a promotional deal via email.
Millennials are more likely to visit a website or go to a physical location and share information with others after receiving a piece of direct mail. This generation is more inclined to purchase a product or service when advertised with direct mail. This group considers mail effective if it includes information pertaining to their community. The millennial generation aspires to help and grow their communities (93% of millennials read mail from local brands).
The millennial generation is the most receptive to receiving deals across all platforms. Creating an omnichannel campaign for this group will allow them to enjoy the feeling of receiving a great deal in the mail and fill the need for an instant deal in their inbox. Millennials wants the best of both worlds as they enjoy the technology side yet appreciates the authenticity of the mail system.
Gen Z
Generation Z has never known a time without smartphones and the internet. This group has grown up in a digital age with instant connections at their fingertips. Technology has lured this group away from physical mail; however, giving Gen Z-er a personalized, tangible marketing experience that digital communications cannot provide stimulates their creative side.
While this generation may enjoy personalized mail experiences, they are least likely to read catalogs. Because they spend most of day online and are inundated with communications, they have a much shorter attention span. Deals and special offers are always important, but this generation ranks unique branding higher than all other generations. Gen Z judges the book by its cover as they enjoy eye-catching pieces.
70% of Generation Z think it’s important to see recycling information on mail pieces. This group is very environmentally conscious, and recycling is important to them as 6 out of 10 actively recycle their mail. Along with being conscious, this group loves authenticity; they’re not interested in marketing lingo and prefer the promotional message to be relatable and straightforward.
Direct Mail Works for Every Audience
Baby boomers prefer to receive direct mail offers rather than digital offers. Gen Xers, millennials and Gen Z welcome the digital integration with direct mail. They don’t mind receiving a link to view more information regarding a promotional offer via email or an app.
All generations like to receive direct mail and 71% of consumers are excited to see what the mail brings each day. Direct mail and email are most likely to be viewed, but physical mail has greater read ratings across all age groups.
If you’d like to learn more about direct mail and how you can reach your target audience, contact your local Valpak office for a free marketing consultation.
Source: “Mail & E-Commerce Through the Ages: A USPS® Generational Study,” USPS.
