AM Solutions

Direct Mail Stands Out

Younger consumers are always a topic of interest because they represent the next generation of preferences and are an up-and-coming source of spending power. Each generation has its own unique preferences in terms of how they like to shop, how they spend money and how they want to be marketed to.  

So let's take a closer look at:

• The frequency of contact that younger consumers expect
• How direct mail can inspire younger generations to engage with brand owners
• The critical components of effectively marketing to younger generations

The Right Number of Touchpoints

For many years, some seasoned marketers have followed the rule that five to seven prospect touchpoints are required to convert a lead into a sale. With the constant barrage of marketing messages coming at us these days, some might think that today’s consumers prefer fewer touchpoints or contacts. As it turns out, though, recent research from Keypoint Intelligence reveals that most consumers would like to be contacted by brands on a regular basis (i.e., daily, weekly or monthly). Preferences varied by age, too. Regardless of whether or not they had a relationship with a brand, younger consumers wanted to be reached out to more frequently than their older counterparts. Who knew?

Figure 1: Desired Frequency of Contact by Brands

Print service providers (PSPs) have an opportunity to talk to their prospects and customers about the value of a print marketing campaign as opposed to a single mailing event. Marketing communications can be made even more impactful by addressing the specific preferences of various age groups as well as the frequency with which they wish to be contacted.

Inspiring the Younger Generations to Engage with Direct Mail 

Understanding what’s important to each generation—specifically the younger generations—is a requirement for today’s marketers. Today’s print technologies offer multiple options to support the initiatives of each age group and improve response rates.  

Younger consumers (i.e., millennials and members of Generation Z) actively support businesses that work to make the world a better place. Rather than using the same images for all age groups, it is especially important for direct mail to reflect your company’s core values and beliefs. All consumers—and younger ones in particular—want the companies that they do business with to see the world through their eyes, rather than what it might have looked like for their parents or grandparents. 

Younger generations won’t simply take your claims at face value. You must earn their trust, and this means delivering transparent messaging that is void of hype and grand promises. Some important promotional keywords that communicate trustworthiness include savings, security and value. Testimonials are also considered gold in today’s marketing world; younger consumers place a great deal of credence in their peers’ opinions.

Interactive elements can also be quite impactful. Rather that incorporating QR codes that direct the recipient to email addresses, phone numbers or websites, create meaningful links that lead to a true online experience. Interactive print can create immersive sensory experiences that excite the consumer and prompt them to take action. Although novelty is huge with younger generations, their attention spans are short. What this means is that the interactive component must be seamless or they will quickly lose interest.

Younger consumers are also drawn to a tactile experience. Think of all the packages that are delivered to their door on a daily basis, then consider how you might be able to make their direct mail more dimensional to replicate the excitement they feel when unboxing an online purchase. Dimensional mailers are a dramatic departure from flat postcards or envelopes, so they really stand out in recipients’ mailboxes.

According to the USPS, the average American household receives only 454 pieces of marketing mail each year. In today's era of digital overload, a tangible piece of paper that lands directly in the hands of the right consumer can really stand out.

Respondents to a research report by Keypoint Intelligence were asked what actions they took when following up to direct mail. For consumers under age 35, the top actions included visiting the sender’s retail store, sharing content with others, learning more about the sender by conducting online research, and making a purchase from the sender. It is important to align your call-to-action with these natural consumer tendencies. For example, make it easy to locate the store (physical or online), or offer a “refer a friend” incentive. Younger consumers place a high value on word of mouth, and it is their natural tendency to share their own opinions.

This Isn’t the Time to Be Subtle!

Whether we notice it or not, age segmentation has been used for years as a marketing tool to gain our attention. When used correctly, it can provide a much higher return on investment than grouping all consumers into a single audience. Today’s consumers have come to expect marketers to engage with them on a much more personal level, and savvy marketers must respond in kind.

Figure 2: Younger Consumers Spend More Time with Personalized Messages

Whether they are mailed or sent electronically, highly personalized communications go beyond generic categorizations like name, address and even age group. Younger consumers generally have much to learn, and in some cases they have little idea about where to start when it comes to educating themselves. A brand’s purpose and vision can be communicated via a series of educational direct mail pieces, and this type of messaging will resonate because younger consumers identify with brands that stand for something beyond their offerings.

The Bottom Line 

All marketers understand that one communication channel is not enough, and that blending multiple channels will generally yield the greatest rewards. Younger consumers expect and even want the brands they do business with to reach out to them via multiple touchpoints, and this calls for new and innovative methods of staying connected.

By combining digital inkjet technology, direct mail and digital components, businesses can connect with the younger members of their audiences, add more value to the customer journey, create more leads and ultimately drive more sales.

The opportunity with print exists across all generations, but it is more important than ever to address the specific needs of your intended audience. The preferences of Gen Z and millennial consumers provide a great example of how personalized, purpose-driven marketing can work.

Today’s PSPs have an opportunity to help brand owners tell a better story, connect with their prospects and customers on a deeper level, and stand out through the use of effective direct mail.