Industry Insights

Direct Mail Marketing Strategies to Target Boomers, Gen X, Millennials and Gen Z in the UK

If you are looking to maximise the results of your marketing campaign, have you considered incorporating direct mail? The common misconception is that direct mail is outdated. However, direct mail advertising in the UK is valued at £2.2 billion, according to the Royal Mail MarketReach. Research shows that mailers are the best kept secret in marketing, and new technological developments are making direct mail even more powerful.

To ensure that your direct mail campaign is effective, it is essential to optimise your strategy. We have put together some industry-tested tips on how to target each generation with direct mail…

Baby Boomers (born between 1946 and 1964) require clarity and value locality Tip 1: Ensure the text is clear and easy to read on the card so that your message doesn’t get lost. As a significant number of Baby Boomers may have low vision, it’s essential to ensure your direct mail piece is easy to read. For example, don’t put white words on a black or coloured background as this can be harder to read. Additionally, for paragraphs (as opposed to headlines), use a font like Times New Roman, which is much easier to read on printed materials.

Tip 2: Include a map of where your business is located and clear contact information. According to Royal Mail MarketReach, 82% of Baby Boomers say that a personalised approach is essential, with 60% wanting information on local services. By providing a map of your business and address, Baby Boomers are more likely to take an interest as they know you are close by, and they can trust that you are a legitimate business.

Tip 3: Keep your marketing campaign simple but consistent. According to the Royal Mail MarketReach, 71% of Baby Boomers say that mail feels more personal than digital communications and prefer receiving it over email. Consistency is key with Baby Boomers, so ensure that you create a direct mail campaign that is straightforward, easy to understand, and consistent in its messaging.

Gen X (born between 1965 and 1980) prefers a mix of digital and print communications and loves a good deal Tip 1: Incorporate digital elements in your direct mail campaign, like QR codes. According to Royal Mail MarketReach, 73% of Gen X consumers want experiences that blend physical and digital channels. Additionally, QR codes on direct mail pieces performed the best with Gen X, leading the numbers at 44%.

Tip 2: Include at least one deal or free item, but the more offers you give, the better. Gen Xers are especially attentive to a good deal. The Royal Mail MarketReach reports that 50% of Gen X consumers are more likely to purchase from a brand if they receive a personalised offer.

Tip 3: Use automated direct mail retargeting to close more interested prospects. The Royal Mail MarketReach reported that 68% of Gen X consumers are influenced by direct mail, and 51% of Gen X consumers are more likely to purchase from a brand if they receive personalised mail. Therefore, using automated direct mail retargeting can help you close more interested prospects. For example, targeting those who have abandoned their online shopping cart with a postcard that arrives 24-48 hours after they’ve left your site – all on autopilot thanks to automation! Add an enticing deal to your retargeted mailer that will remind them to complete their purchase.

Millennials in the UK, born between 1981 and 1996, are a generation that values unique and tech-savvy marketing techniques. They are also more likely to visit a website immediately after receiving a postcard than any other generation, according to the UK Royal Mail.

Here are some tips to effectively target millennials with direct mail campaigns in the UK:

Tip 1: Personalise your direct mail. Millennials grew up with easy access to information via the internet, making them highly tech-savvy. They are interested in direct mail innovations that offer personalised content. For instance, a postcard with a bold headline like “Take some time for yourself, Jane” is more likely to grab Jane’s attention than a generic message. A study conducted by the UK DMA found that personalised direct mail has a response rate of over 30%, compared to only 2% for non-personalised mail.

Tip 2: Invest in a creative mail piece that breaks the mould. Millennials value creativity and are open to new and improved ways of doing things. To stand out among the stack of mail, choose a mail piece that breaks the mould, such as a 6″ x 8.5″ or 6″ x 11″ postcard, which is larger than the standard sizes. You could even include a scratch-off on the card to keep them engaged with the mail piece. Unique shapes, sizes, materials and styles will perform well over the standard options.

Tip 3: Coordinate direct mail campaigns with digital ads. In the UK, millennials are more likely to visit a website after receiving a direct mail piece than any other generation, according to the Royal Mail. Therefore, take advantage of this by designing a direct mail campaign that drives them to your website. Once they visit, you can establish permission to serve them follow-up ads on social media platforms such as YouTube, Instagram and Facebook. These digital ads will help keep your business top-of-mind among millennials.

Gen Z (born between 1997 and 2012) is highly visual and values authenticity and sustainability Tip 1: Use eye-catching visuals to grab their attention. Gen Zers have grown up in a highly visual world, and they’re drawn to attention-grabbing images and graphics. According to the USPS, 62% of Gen Zers said they were more likely to remember a brand that uses direct mail with interesting images and graphics. Tip 2: Highlight your company’s values and commitment to sustainability. Gen Z is known for its interest in social and environmental issues. If your company has a commitment to sustainability, make sure to highlight it in your direct mail piece. According to MarketReach, 57% of Gen Zers are more likely to buy from a brand that is committed to sustainability. Tip 3: Use social media and influencer marketing to amplify the impact of your direct mail campaign. Gen Z is highly active on social media and influenced by online celebrities and influencers. Use social media platforms like Instagram and TikTok to amplify the impact of your direct mail campaign. Consider partnering with an influencer to showcase your direct mail piece or offer an exclusive discount to their followers.

In conclusion, direct mail marketing is a highly effective way to reach each generation, from Baby Boomers to Gen Z. By tailoring your message and approach to the unique preferences and characteristics of each generation, you can maximize the impact and ROI of your direct mail campaigns. Keep in mind that direct mail is not a one-size-fits-all solution, and it’s essential to test and refine your strategy to achieve the best results. With the right approach and execution, direct mail can be an extremely valuable tool to drive leads, sales, and growth for your business.

Industry Insights