We recently came across an article from Forbes and this quote stood out to us: “As technology becomes more important, the more consumers will crave genuine human experiences.”
Enter: Direct Mail. A genuine, human experience.
Traditionally, direct mail has resonated with older demographics such as Baby Boomers and Gen X because they prefer tangible, physical forms of communication that they can hold and refer to whenever they want.
This channel also resonates with new movers or homeowners focused on home improvement, insurance offers or local services; it speaks to affluent audiences – it’s a medium that reflects a high level of quality, professionalism and exclusivity; consumers in rural areas also respond to direct mail. They may not be connected digitally in the way urban consumers are; they are more likely to engage with physical mail.
This is why direct mail is an effective channel, and necessary spoke in your omnichannel wheel. We could go on and on with the benefits of direct mail – reach loyal customers or target niche audiences – but what it comes down to is direct mail works now.
But, will it work for the future, and for whom?
Our answer is yes and you’ll never guess for whom. You may be surprised (hopefully excited!) to learn that Gen Z (typically born 1997-2012) will engage with direct mail. They are digital natives who are tech-savvy and therefore, interested in something different. That’s right, direct mail is new, fresh and different in the eyes of these consumers. As this generation enters the workforce, their purchasing power is growing rapidly, making them a key audience for direct marketers.
Additionally, it’s time to start thinking about Gen Alpha (born 2013 onwards). Known as “the first fully digital generation” they are highly connected and the most tech-integrated. Most important to them? Sustainability and climate change. As they come of age, they are bound to realize that doing things digitally is not always more sustainable, especially from a direct marketing perspective.
For direct mail best practices and how to optimize your direct marketing program, connect with us!
Source: Forbes, Media Tool, Chat GPT (Personal communication, January 2025)
