Direct Mail for All Generations
Many times, marketers feel that direct mail works best for only older generations. While it is true that older generations respond to direct mail, all the other generations do too. By limiting expectations, we are leaving a large chuck of the population out of direct mail marketing. This means you are leaving money on the table. Instead, let’s look at how we can leverage direct mail across all generations while increasing response.
There are four main generations to target currently with direct mail:
Traditionalists: Born 1945 and Before
This group is retired and enjoys getting direct mail. It's a channel they trust and use when giving donations to nonprofit organizations.
Key Points: community minded, strong on personal morality, civic duty minded, loyal, team players, save money, pay with cash, avid readers, disciplined and self-sacrificing
Baby Boomers: Born 1946 to 1964
Some people in this group are retired, while others are still out in the work force. They, like the traditionalists, enjoy and trust direct mail.
Key Points: self-righteous, self-centered, buy now on credit, women were the first to work consistently outside the home, divorce generation, optimistic, driven, one of the largest generations in history, like hierarchy and tradition
Generation X: Born 1965 to 1976
This group is all out in the work force. They trust direct mail, but have less time to view it.
Key Points: first latch-key kids, individualistic, government and big business mean little, feel misunderstood, cynical, want to learn, want to make a contribution, late to marry and quick to divorce, into labels/brand names, deeply in credit card debt and cautious
Millennials: Born 1977 to 2000
This group is spread between working force and students. Many still live at home with their parents. They enjoy getting mail since they do not get a lot of it. They trust direct mail more than any other marketing channel.
A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: firstname.lastname@example.org, on LinkedIn, or on Twitter @sumgould.