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Direct Mail: Creating Effective Generational Campaigns

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Marketing is never a “one size fits all” proposition. Messaging and delivery channels must be constantly retooled based on target demographics and generational habits. So in order to successfully market your product or business to your desired audience with direct mail, you need to take a deep dive to learn exactly what prospects of every age are hoping to find in their mailbox.

 

Boomers (56-75 Years Old)

Boomers trust direct mail more than other marketing channels, including email. And when they get targeted direct mail, they’re looking for a better deal than what they’d expect to find in a brick-and-mortar store. They’re most likely to read bills and least likely to read political ads or nonprofit mailers.

 

Boomer direct mail quick tips:

  • Target them. They’re probably one of the most under-targeted demographics, even though they spend more than other consumers in almost every product category — so don’t ignore them.
  • Be direct and to the point. Never waste boomers’ time — ever.
  • Show them the money. Don’t try to convince them to “trust” you or your business. Instead, clearly explain why it’s in their best interest to respond to your offer.
  • Where there’s a bill there’s a way. Consider incorporating marketing materials into your boomer customers’ monthly statements and bills.

 

Gen X (41-56 Years Old)

Busy and thriving, Gen X-ers are at the height of their careers and personal lives. Most own a home, have a family and may help care for parents. They have the highest post-tax incomes, and like boomers, they feel that direct mail is more personal.

 

Gen X direct mail quick tips:

  • Cut to the chase. Be informative, but get straight to your offer.
  • Honesty counts. Be transparent and relevant.
  • It’s all about the brand. Keep your branding front and center.
  • Be web wise. Create personalized URLs — Gen X-ers use them the most.
  • Show them the money. Focus on deals, new information and locally owned businesses.

 

Millennials (24-40 Years Old)

As the largest living adult population, Millennials have seen the rise of internet and online marketing, and they’ve helped shape it into what it is today. And while email is their preferred method for receiving deals and offers, many do enjoy getting physical mail — and even look forward to it.

 

Millennial direct mail quick tips:

  • Set your brand apart. Millennials are flooded with information on social media, TV, radio, print and the internet, so grab their attention with a unique message or creative mailer format.
  • Prospect with the planet in mind. Millennial consumers believe that brands have a responsibility to help make the world a better place, and they actively recycle. Use eco-friendly materials in your mailers.
  • For a good cause. Stay up-to-date on trending topics and social movements, and integrate them into your campaign if they naturally align with your brand in an authentic way. Nearly 75% say that they look to engage with businesses and brands that support their favorite causes.

 

Gen Z (23 and Younger)

Marketing to the “digital generation” may require a little extra effort and creativity. Unique mailer formats, high-quality and eco-friendly materials, and bold colors are what pique Gen Z-ers’ interest.

 

Gen Z direct mail quick tips:

  • Are you talking to me? Make your direct mail a personal experience with deals and customization just for them.
  • Go low-tech. Don’t inundate the mailer with technology (i.e., personalized URLs and augmented and virtual reality). Keep it simple and bold, but unique.
  • Follow the shopping cart. While they aren’t generally huge fans of direct mail, 46% have a favorable attitude about receiving it and said they’d enjoy getting direct mail that was relevant to what they’ve recently shopped for.

 

To get the highest ROI on your direct mail campaigns, you’ll need an effective cross-generational strategy — and that’s where we come in. We can help you plan, design, target, print and mail your large or small campaign. Contact the marketing experts at Kymera to help you make your next direct mail campaign a success for recipients of every age.

 

 

Source:

https://www.uspsdelivers.com/2020-2021-generational-research-report/