Reaching Different Generations Through Direct Mail
- On August 10, 2017
Direct Mail Marketing started with a small watch company reaching millions of potential customers in Minnesota. Through the years, direct mail services have erupted by gracing any postal address with marketing materials, consumer flyers, and the possibility of winning large amounts of money or a free car.
Between the years 1946 – 1964, a generation that has seen great historical moments, as well as devastating tragedies, used direct mailings as a way to support your local soldier or asking the public to join the military. Marketing strategists came up with a plan, when using direct mailings, it would appeal to the average Baby Boomer. Today, those methods still apply, and the results are still showing the effectiveness.
- 83% value the trustworthiness of receiving their mail
- 88% would rather have something tangible vs reading it from an electronic device
- Having money to spend, the adverts should come across as a great investment to earn their trust
- Personalization (using the potential customers name)
- Easy to read language
- Choosing the right model for the age group and spending time with family
Generation X carried the torch for developing more ways of advertising. With technology being improved at a faster pace, computers and data centers are one the rise, direct mail got easier. Automation gave businesses the ability to correlate with millions of addresses, recipients, and other companies. During specific marketing campaigns, filtering through all that information became as easy as pushing a few buttons, in order to reach a targeted audience. In 1980, Generation Y came on the scene and learning from their predecessors, revamped the Direct Mail Marketing system for a more global approachability.
Generation Z has different requirements in order to have successful direct mail campaigns. This demographic was born and raised around everything digital. Their social interactions, news PSAs, and shopping is primarily technology based. This doesn’t mean that your next campaign won’t be fruitful. Here are a few tips to reach as many possible Gen Z clients as possible.
- Their attention span is about 8 seconds so keep things short, sweet, and to the point.
- 63% would rather have real people to associate themselves with than with persons of fame.
- More than 77% would rather pay now than having increasing debt. On the other hand, less than 33% would use the option to “buy now / pay later”.
- Being children of innovators, 44% would submit ideas for product improvements and original concepts.
- Using scan codes like QR or bar codes gives them more interaction and keeps their attention. By using these codes, you can choose their visual destination to a video, interactive websites, or even games.
In order to have a successful direct mail campaign, knowing the specific generational demographic can increase the number of responses and potential customer contacts. From Baby Boomers to Gen Z, a vast array of techniques can be used. With the right sequences and steps, Print House Direct Mail Service can assist in maximizing your next campaigns potential.