The common consensus is that the older the audience, the more direct mail-friendly it is. Thus, seniors and baby boomers are often considered better direct mail prospects than Gen Y and iGen (also called Gen Z), for example.
However, it's never that simple. First of all, that consensus doesn't hold true for all industry sectors. Second, the format, offer and creative chosen have a big impact on how a particular generation responds to the mail piece. Third, in the cases where the generalization does hold true, it doesn't mean that an entire generation should be ignored—quite the contrary, it's an invitation to figure out a better way to access it in the mail.
Here are four ways to develop mail that works for younger generations or, in most cases, for all.
1. Send Out Bold Efforts ... and Be Less Cynical
"The young folks don't get direct mail." "They don't want direct mail." "Don't send it to 'em."
Hold on just a second, direct mail experts caution. "I've seen quite a bit of research lately that suggests younger people use media pretty much the same way older people do," asserts Elaine Tyson, copywriter and president of Tyson Associates. "I'm not convinced that nothing can be sold to young people through the mail." Tyson does a lot of teaching in the direct marketing field, and she notes that her classes are always jammed with young people who want careers in print media and are determined to learn as much as possible about direct mail.
Nancy Harhut, former senior vice president/managing director of relationship marketing at Hill Holliday and executive creative director of Harhut for Hire, also agrees that direct mail remains viable for the younger generations. "I've seen studies that indicate even younger consumers prefer certain types of communications (financial being one of them) that arrive in the mail," she says.
"The less mail that gets sent, the more novel it will become, and that may work in direct mail's favor regardless of age of target," adds Harhut, who remarks that it's significant that young people aren't giving up their mailboxes the way they're giving up their landline phones. They still want and even need that mail connection.
2. The Offer Still Matters a Ton
It's a grave mistake to count out Gen Y and iGen, agrees Merritt Engel, vice president of the direct marketing agency Merrigan & Co. "Direct mail has its place when it's an offer that lands in the hands of someone who wants it at the right time. Times change, but the fundamental direct marketing principles apply," she insists.
However, it's never that simple. First of all, that consensus doesn't hold true for all industry sectors. Second, the format, offer and creative chosen have a big impact on how a particular generation responds to the mail piece. Third, in the cases where the generalization does hold true, it doesn't mean that an entire generation should be ignored—quite the contrary, it's an invitation to figure out a better way to access it in the mail.
Here are four ways to develop mail that works for younger generations or, in most cases, for all.
1. Send Out Bold Efforts ... and Be Less Cynical
"The young folks don't get direct mail." "They don't want direct mail." "Don't send it to 'em."
Hold on just a second, direct mail experts caution. "I've seen quite a bit of research lately that suggests younger people use media pretty much the same way older people do," asserts Elaine Tyson, copywriter and president of Tyson Associates. "I'm not convinced that nothing can be sold to young people through the mail." Tyson does a lot of teaching in the direct marketing field, and she notes that her classes are always jammed with young people who want careers in print media and are determined to learn as much as possible about direct mail.
Nancy Harhut, former senior vice president/managing director of relationship marketing at Hill Holliday and executive creative director of Harhut for Hire, also agrees that direct mail remains viable for the younger generations. "I've seen studies that indicate even younger consumers prefer certain types of communications (financial being one of them) that arrive in the mail," she says.
"The less mail that gets sent, the more novel it will become, and that may work in direct mail's favor regardless of age of target," adds Harhut, who remarks that it's significant that young people aren't giving up their mailboxes the way they're giving up their landline phones. They still want and even need that mail connection.
2. The Offer Still Matters a Ton
It's a grave mistake to count out Gen Y and iGen, agrees Merritt Engel, vice president of the direct marketing agency Merrigan & Co. "Direct mail has its place when it's an offer that lands in the hands of someone who wants it at the right time. Times change, but the fundamental direct marketing principles apply," she insists.
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It's very exciting to see this subject, which strikes fear in the heart of so many marketers, explored with so many great ideas. Postcards and selfmailers are good to test, a good offer to the right prospect at the right time will triumph, and fundamental direct marketing principles will always apply.
But it seems a stretch that younger prospects will behave like earlier generations as they age. Young people are increasingly immersed in an electronic world, for socializing, shopping, banking, health-related decisions, news, entertainment and more. The news media, the music industry, retailers and other industries have already been profoundly affected, and this continues at a rapid pace. It makes sense to expect that the role mail plays with this generation will probably be different, and smaller.
Right now, younger prospects have more control of how they interact with companies via the internet. It makes sense to tap the power of integrated campaigns, where offers reach prospects through multiple touch points, in a mix of media, old and new.