Direct Mail Marketing Strategies to Target Baby Boomers, Gen X, Millennials and Gen Z
The opinions expressed by entrepreneurs contributors are their own.
Ask yourself a quick question: How much are your current expenses? The common misconception is that direct mail is obsolete, but direct mail is valued at $72.67 billion, according to the Global Direct Mail Advertising Market Report 2022, and it is expected to grow at a compound annual rate of 0 .3% by 2026.
That said, our annual revenue at PostcardMania jumped more than 30% in 2021, while industry projections indicated that growth would remain modest. It's no surprise, however, as prices for digital ads continue to rise and online shoppers report feeling overwhelmed by the number of ads on their screens. Consumers can avoid third-party cookies, use ad blockers, and opt out of email. Businesses are therefore looking for other ways to establish a direct line with prospects and customers, and direct mail is the ideal solution for this.
I can tell you, based on 24 years of direct mail experience, that mailers are the best kept secret in marketing; they will be your ally to generate leads, sales and the growth of your business. In fact, new technological developments are improving direct mail, making it even more powerful.
While any direct mail is better than no direct mail, optimizing your direct mail strategy will always yield better results. Below are industry-tested tips on how to target every generation with direct mail to help you maximize results.
Related: 10 Direct Mail Marketing Mistakes to Avoid
Baby boomers (born between 1946 and 1964) demand clarity and value localityTip 1: Make sure the text is clear and easy to read on the card, so your message doesn't get lost.
According to the Vision Council, 1 in 28 Americans age 40 and older have low vision. This trend will continue for the next 20 years, as 10,000 baby boomers turn 65 every day. So make your direct mail as easy to read as possible. For example, don't put white words on a black or colored background, it's harder to read. And for paragraphs (as opposed to headings), use a font like Times New Roman, which is much easier to read on printed materials.
Tip 2: Include a map of your business location and clear contact details.
The USPS reports that 68% of baby boomers said the most effective element in direct mail was if it was a local business. By providing a map of your business and address, baby boomers are more likely to engage because they know you're nearby and they can be sure you're a legitimate business.
Tip 3: Keep your marketing campaign simple, but consistent.
According to the USPS, 71% of baby boomers say mail is more personal than digital communications and prefer to receive it by email.
One of our loyal customers at PostcardMania, KA RV Repair, is a perfect example of how to target baby boomers with the mail. Owner Andre Medeiros realized that most of his customers were 55 or older and sent about 2,000 postcards a month, every month, for over five years. He's gone from an average of 4-5 jobs per week to over 25 and calculates that every time he sends 5,000 cards, he generates over $150,000 in revenue.
Related: 3 Direct Mail Methods to Target Your Best Prospects
Generation X (born between 1965 and 1980) prefer a mix of digital and print communications and are very fond ofTip 1: Include digital elements in your direct mail campaign, such as QR codes.
Generation X has successfully transitioned from analog to digital technology. It is therefore most likely to respond well to a mix of print and digital communications.
The opinions expressed by entrepreneurs contributors are their own.
Ask yourself a quick question: How much are your current expenses? The common misconception is that direct mail is obsolete, but direct mail is valued at $72.67 billion, according to the Global Direct Mail Advertising Market Report 2022, and it is expected to grow at a compound annual rate of 0 .3% by 2026.
That said, our annual revenue at PostcardMania jumped more than 30% in 2021, while industry projections indicated that growth would remain modest. It's no surprise, however, as prices for digital ads continue to rise and online shoppers report feeling overwhelmed by the number of ads on their screens. Consumers can avoid third-party cookies, use ad blockers, and opt out of email. Businesses are therefore looking for other ways to establish a direct line with prospects and customers, and direct mail is the ideal solution for this.
I can tell you, based on 24 years of direct mail experience, that mailers are the best kept secret in marketing; they will be your ally to generate leads, sales and the growth of your business. In fact, new technological developments are improving direct mail, making it even more powerful.
While any direct mail is better than no direct mail, optimizing your direct mail strategy will always yield better results. Below are industry-tested tips on how to target every generation with direct mail to help you maximize results.
Related: 10 Direct Mail Marketing Mistakes to Avoid
Baby boomers (born between 1946 and 1964) demand clarity and value localityTip 1: Make sure the text is clear and easy to read on the card, so your message doesn't get lost.
According to the Vision Council, 1 in 28 Americans age 40 and older have low vision. This trend will continue for the next 20 years, as 10,000 baby boomers turn 65 every day. So make your direct mail as easy to read as possible. For example, don't put white words on a black or colored background, it's harder to read. And for paragraphs (as opposed to headings), use a font like Times New Roman, which is much easier to read on printed materials.
Tip 2: Include a map of your business location and clear contact details.
The USPS reports that 68% of baby boomers said the most effective element in direct mail was if it was a local business. By providing a map of your business and address, baby boomers are more likely to engage because they know you're nearby and they can be sure you're a legitimate business.
Tip 3: Keep your marketing campaign simple, but consistent.
According to the USPS, 71% of baby boomers say mail is more personal than digital communications and prefer to receive it by email.
One of our loyal customers at PostcardMania, KA RV Repair, is a perfect example of how to target baby boomers with the mail. Owner Andre Medeiros realized that most of his customers were 55 or older and sent about 2,000 postcards a month, every month, for over five years. He's gone from an average of 4-5 jobs per week to over 25 and calculates that every time he sends 5,000 cards, he generates over $150,000 in revenue.
Related: 3 Direct Mail Methods to Target Your Best Prospects
Generation X (born between 1965 and 1980) prefer a mix of digital and print communications and are very fond ofTip 1: Include digital elements in your direct mail campaign, such as QR codes.
Generation X has successfully transitioned from analog to digital technology. It is therefore most likely to respond well to a mix of print and digital communications.
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