Gen Z, born after 1996 and into the early 2010s, has been raised in a world dominated by smartphones and social media. While people often perceive this digital native generation to be immune to traditional marketing channels like direct mail, this assumption couldn’t be further from the truth. When done right, direct mail can be a powerful tool to cut through the digital clutter and connect with this tech-savvy generation.
Understanding Gen Z
As with marketing to any group, you need to know your audience well. Who are the people you are trying to reach? What matters to them? Take time to understand Gen Z before putting together your marketing campaign.
- Digital Natives: While Gen Z loves their screens, they also appreciate tangible experiences.
- Value-Driven: Gen Z cares about social issues, sustainability, and authenticity.
- Visual Learners: Using eye-catching visuals and engaging content are key.
- Short Attention Spans: Your messaging should be clear, concise, and impactful.
- Influencer Culture: They trust recommendations from their peers and online personalities.
Crafting Effective Direct Mail Campaigns for Gen Z
Leverage Social Media Integration:
Direct mail is a nice disruption to the digital noise, but you need to create a seamless transition for Gen Z to the digital world. For example, incorporate QR codes that link to social media profiles, contests, exclusive content, or influencers recommendations. Create Instagram-worthy mailers with visually appealing designs and encourage social sharing with compelling visuals and hashtags.
Embrace Experiential Marketing:
Design your mailers to be interactive. Include scratch-off cards, puzzles, or augmented reality experiences. Take their encounter to the next level by creating limited-edition physical items that become collectibles or offering exclusive in-store experiences or events for those who respond to the mailer.
Prioritize Sustainability:
Keep in mind Gen Z cares about the environment, so use eco-friendly materials and printing processes. If your brand is committed to sustainability, let them know what steps you are taking to protect the environment and use resources wisely. You could even offer an incentive for those who bring the mailer in-store to recycle it.
Focus on Personalization:
Let your audience know you care about them and what matters to them. Incorporating data analytics into your strategy is a great way to learn more about your audience. You can use the customer profile information to tailor your messaging and offers for them. Instead of sending generic pieces, include some personalized elements like names or PURLS. Take into account their past purchases and then create exclusive, limited time offers designed especially for them.
Partner with Influencers
Gen Z relies on testimonials from influencers they trust, so collaborate with influencers to create your campaigns. You can invite influencers to curate product selections and recommendations or have them review specific products you want to highlight. By working with influencers, you can reach a wider audience, build relationships, and establish trust with new prospects.
Measure Success
As you market to this group, build in ways to capture responses, so you can track key metrics and see what resonates with your audience. Test different offers to see what Gen Z likes and what they don’t. Analyze your response data and refine your data model, so you can reach the prospects who are most likely to buy from you and remove those who aren’t.
By understanding Gen Z’s unique characteristics and preferences, you can create direct mail campaigns that not only capture their attention but also build lasting relationships. If you want to learn more about your customers, ask us about creating a custom customer profile.