Direct Mail Schooled Boy, 12
Direct mail may have a new, much younger, constituency. Mathew Flores, 12, believes reading marketing makes him smarter. That’s what he told his postal carrier, Ron Lynch, who found the Utah boy “fishing advertisements and newsletters out of a junk mail bin,” then asking Lynch if he had any extras, Lynch told the Deseret News. That’s what prompted Lynch’s July 24 Facebook post that touched off a viral campaign of Americans sending oodles of books to Flores.
On Wednesday, a USPS spokeswoman told Target Marketing she wasn’t sure how many hundreds of books had headed to the home of the Sandy, Utah, boy who told Lynch he couldn’t afford bus fare to the library in order to read the tomes. But the total of mailed books are now taller than the boy, if the tweet below is accurate.
— Sandra Yi (@KSL_SandraYi) August 4, 2015
Another comment Lynch made to the Deseret News, which reported on the viral post on July 26, may hint at the newfound power of direct mail. Flores chose the mail because he didn’t have access to printed books, which may wrongly be considered an anachronism. Will direct mail become much more popular reading material?
"At 12 years old, he didn't want electronics,” Lynch tells the Deseret News, “he didn't want to sit in front of the TV playing games all day, the kid just wanted to read."
Flores says he wants to share his books “with other kids,” according to USPS.
Target Marketing contacted spokespeople for the top five mailers from the magazine’s “Top 50 Mailers and Emailers of 2015” on Wednesday and hadn’t heard back from American Express Co., Chase Bank, Comcast Corp., AAA and Verizon Communications as of presstime. Additionally, Valpak didn’t respond.
Below Lynch’s July 29 Facebook photo showing Flores hugging his sister and holding up books mailed to him, Sue Basnar-Chapman comments: “hahahaha... Well, I guess it will take him a while just to open his mail. He and his sister will be very, very busy for a while. Awesome!!!”
How much will direct mail influence Gen Z?
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Related story: 5 Trends in the Top 50 Mailers of 2015