Trouble reaching Gen Z and Millennials? Try direct mail.

In the age of digital proliferation, where attention spans keep shrinking, companies now find themselves grappling with how to truly connect with Gen Z and Millennial consumers. Amidst the sea of pixels and notifications, there lies a surprising opportunity waiting to be seized: direct mail.

Direct mail, once considered an old-school marketing channel used to reach Boomers, is experiencing a renaissance. In fact, “84% of marketers agree direct mail provides the highest ROI of any channel they use.”* This number has been consistently increasing for the past three years (up from 74% in 2023 and 67% in 2022), showing that direct mail still holds a prominent place in the marketing mix as a dependable way to deliver results.

What may be even more surprising to some marketers is the fact that Gen Z and Millennial consumers are even more likely to engage with direct mail than older generations. Growing up in the digital world has made direct mail feel more special and unexpected for younger audiences and it’s something they actually look forward to.* Fifty-seven per cent of 18–34-year-olds say they find direct mail extremely or very useful, higher than any other age group.** Half of those aged 54 and younger say that receiving direct mail from a brand feels more important than receiving an email, whereas only 41% of those aged 55 and over say that direct mail feels more important.*

Given how much digital distraction Gen Z and Millennials experience every day, it is more difficult to grab their attention or impress them. A well-crafted piece of direct mail that caters to the preferences and aesthetic of younger audiences has the potential to command attention and leave a lasting impression. From eye-catching designs to innovative formats, the tactile experience of receiving mail resonates with Gen Z and Millennials who seek sensory-rich experiences in an increasingly virtual world.

The reasons that people take action based on direct mail are consistent across all generations, with offer leading the way, followed by targeting, design, personalization, and persuasive copy. However, for Gen Z and Millennials, the offer is much less important than it is for older generations, while personalization, captivating design and copy are much more important.

These motivators should be key considerations when developing effective direct mail:

Effective direct mail not only drives action but supports the entire experience from product discovery to purchase conversion. To be more effective, creative should consider the most common actions the audience takes after reading direct mail to guide them seamlessly to the next step.

Given that the most common actions taken based on direct mail involve online research, digital integration is key to creating a seamless path to conversion:

In an era defined by digital saturation, the resurgence of direct mail presents a compelling opportunity for companies to connect with consumers on a deeper level, particularly with Gen Z and Millennials. By tailoring offer positioning, targeting approaches, personalization techniques, design elements, and messaging to resonate with specific generational preferences, marketers can create impactful direct mail campaigns that drive engagement and conversion.