While any mailer is better than no mailer, optimizing your direct mail strategy will always yield better results. Below, you’ll find industry-tested tips on how to target each generation with direct mail to help you maximize results.
Baby Boomers
Tip 1: Ensure 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 above have low vision. This trend will continue over the next 20 years, as 10,000 baby boomers turn 65 every day. So, make your direct mail piece as easy to read as possible.
Tip 2: Include a map of where your business is located and clear contact information.
The USPS reports that 68% of baby boomers said the most effective element in direct mail was if it was a locally-owned business. By providing a map of your business and address, boomers are more likely to take an interest, because they know you are close by, and they can trust you are a legitimate business.
Gen X
Tip 1: Incorporate digital elements in your direct mail campaign, like QR codes.
Gen X successfully transitioned from analog to digital technology, so they’re the most likely to respond well to a blend of print and digital communications.
Tip 2: Include at least one deal or free item — but the more offers you give, the better.
Gen Xers are especially attentive to a good deal, because a majority of them are caring for both their baby boomer parents and children while anticipating retirement.
Millennials
Tip 1: Personalize your direct mail.
Millennials entered the world with access to more information (via the internet) than their predecessors. This makes them extremely tech-savvy. According to the USPS, millennials have the highest interest in direct mail innovations.
Tip 2: Invest in a creative mail piece that breaks the mold.
Millennials tend to think outside of the box and are open to abandoning convention for new and improved processes. So, choose a mail piece that literally stands out among the stack, which usually includes 4.125″ x 9.5″ envelopes and 4.25″ x 6″ postcards.