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Reaching Younger Generations in the Mail

January 20, 2010 By Ethan Boldt
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Pat Friesen, copywriter and owner of Pat Friesen & Co., admits that targeting younger generations is a complicated matter and that studies are always coming out that contradict each other in some way. "But it really does hinge on the product/service being offered, the offer being made, the media most appropriate for carrying the message and reaching the targeted audience, etc."

3. Recognize Them With the Right Format, Then Deliver the Right Message
While the addiction to all things electronic appears to be pervasive among the young, direct mailers actually can gain by all the electronic data that's been gathered about these young prospects—especially when it's used to produce relevant mail.

"People read what is of interest to them," says Grant Johnson, CEO of direct marketing agency Johnson Direct. "Data, from multiple sources, will continue to grow and make relevancy more common in direct mail and should lead to its continued use, regardless of age. Yes, the formats will differ, but messaging will play a much more important role than it does today."

According to Keith Goodman, vice president of corporate solutions for Modern Postcard, seniors and boomers are more receptive to the more traditional letter-type formats, while Gens X and Y are more receptive to postcard and other self-mailer formats.

"The Gen X and Gen Y generations are many times labeled as A.D.D. because of their short attention span, while some studies have shown (like USPS Mail Moment) they have been so accustomed to having the information they want, when they want it, that they don't want to be bothered with having to open an envelope to see what is on a mail piece," describes Goodman.

4. Even the Nonresponders Will Respond ... Eventually
Of course, there are groups of young people who will not respond to direct mail no matter how expert it is, just like some segments of older generations once didn't give direct mail any attention either. But this all could change as the younger mature, make more money, buy houses (there's something significant about actually owning an iconic mailbox, for example) and perhaps shed some of their prejudices (such as against direct mail).
 
"Back in the '80s and '90s, all the talk about 'the death of our donors' gave rise to widespread fears that boomers wouldn't respond by mail," reminds Mal Warwick, founder/chairman of fundraising agency Mal Warwick Associates. "They do. I believe that philanthropic habits are a function of life stage and lifestyle and not necessarily tied to generational experiences."

Warwick, like many other experts, strongly suspects that today's 20-somethings and 30-somethings will become just as responsive to direct mail as their forebears, once they reach the "philanthropic age" of 50 or so.
 
 

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COMMENTS

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Most Recent Comments:
Ann Goodstein - Posted on January 20, 2010
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.
Click here to view archived comments...
Archived Comments:
Ann Goodstein - Posted on January 20, 2010
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.