In today’s fast-paced, digital-centric world, it’s easy to overlook traditional marketing methods like direct mail. However, when it comes to targeting Gen-Z, direct mail marketing can be a highly effective strategy. Gen-Z, typically defined as individuals born between the mid-1990s and early 2010s, may be known as digital natives, but they still appreciate tangible experiences – here we explore why and how to get the most out of your Gen-Z marketing efforts…
- The Element of Surprise:
Gen-Z is constantly bombarded with online advertisements and email promotions. As a result, these digital natives have developed “ad blindness” and become adept at filtering out online marketing messages. However, direct mail breaks through this clutter, grabbing their attention and offering a refreshing change. According to a study by Experian, 77% of Gen-Z consumers pay attention to direct mail advertising.
- Tangible Experience:
In an increasingly digital world, receiving something physical in the mail creates a unique and memorable experience for Gen-Z. A report by USPS found that 95% of 18- to 29-year-olds enjoy receiving personal mail, and 92% are driven to take action after receiving direct mail. By leveraging direct mail, marketers can engage Gen-Z on a sensory level, leaving a lasting impression.
- Personalisation and Creativity:
Gen-Z values personalisation and authenticity. Direct mail allows marketers to tailor their campaigns to individual preferences, creating a sense of personal connection. According to Epsilon, 80% of Gen-Z consumers are more likely to make a purchase when offered personalised experiences. By incorporating creative design, interactive elements, and personalised offers, direct mail can captivate Gen-Z’s attention and drive engagement.
- Integrating Digital and Physical:
While Gen-Z is known for its digital prowess, they still appreciate a seamless integration of online and offline experiences. Direct mail campaigns can leverage QR codes, augmented reality (AR), or personalised URLs to bridge the gap between physical mail and the online world. This integration not only enhances the overall experience but also provides measurable data for tracking campaign success.
- Trust and Authenticity:
Gen-Z places a premium on trust and authenticity. They seek out genuine connections with brands and are wary of overtly sales-driven tactics. Direct mail, when done right, can communicate authenticity and build trust. According to a study by Marketing Sherpa, 76% of Gen-Z consumers trust direct mail when making a purchase decision.
To conclude; While digital marketing channels continue to dominate the landscape, direct mail marketing holds a unique position in effectively engaging Gen-Z. With the element of surprise, tangible experiences, personalisation, and authenticity, direct mail captures the attention of this digitally savvy generation. By integrating digital technologies and leveraging data-driven insights, marketers can unlock the full potential of direct mail campaigns and build meaningful connections with Gen-Z consumers. So, don’t overlook the power of direct mail when targeting Gen-Z—it’s a strategy that can yield significant results in today’s digital age.
Get in touch with the team at Citipost Mail to see how we can help you do this!
References:
- Experian: https://www.experian.com/marketing-services/best-practices/target-generation-z.html
- USPS: https://www.uspsdelivers.com/the-next-generation-of-shoppers/
- Epsilon: https://www.epsilon.com/us/resources/research/fourth-annual-epsilon-gen-z-research
- Marketing Sherpa: https://www.marketingsherpa.com/article/chart/how-millennials-gen-z-trust-advertising
