Gen Z and Direct Mail: Reaching the Newest Consumers

Author: Camille Lehmann, Senior Marketing Specialist

Did you know that Gen Z makes up 20% of the population? While it may be hard to believe at first, the newest generation of consumers (born between 1997 and 2012) are now a major contender in the world’s retail scene. The oldest of this generation is a recent college graduate and starting new life stages, while the youngest of which are just embarking into their teenage years. This generation of consumers boasts a spending power of approximately $140 billion (Rolling Stone, 2021), making them an extremely valuable target audience that you should be reaching. They’re ready to spend their money, but they hold brands to high standards.

Embrace the Physical Quality of Direct Mail

Gen Z may be known as “Digital Natives,” meaning they grew up around technology, but they’re also overly served digital ads. Additionally, in the midst of a pandemic, they have a thirst for the personal and physical touch (Forbes, 2021) that digital ads cannot provide in the same way tangible items can. Utilizing direct mail helps reach this audience that has overflooded inboxes and social ads with something that fills this innate need.

Integrate Technology with Direct Mail

As mentioned, Gen Z is often referred to as “Digital Natives” and most do not know a world without the Internet or smart phones. And while marketers should embrace this opportunity to stand out with the physical quality of direct mail, it is also a chance to integrate technology with it for the best of both worlds. How can one do this? Marketers have found success with using a scannable QR code for a quick way to assimilate information while keeping the copy and creative on a mail piece minimal. The use of augmented reality also provides for a unique way for consumers to virtually try on or place items.

Make Sure You Stand Behind Something

At the end of the day, Gen Z cares about more than service offerings and discounts. They care about what your brand stands behind. They want to know what you support, how you support it, and they will do the research to find out. Gen Z is also more likely than other generations to switch brands to align with their personal beliefs/values (Business Insider, 2021). The social justice movement is one example of a cause that Gen Z is often passionate about. They are more likely to give their brand loyalty to brands that have diversity programs and support related local and national organizations.

Use Gen Z to Market to Gen Z

Who does Gen Z want to listen to? Whose voices do they care about? Your messaging is more likely to resonate with them if you are using those who are similar to them in age and life stage. Gen Z is very different from previous generations in the environment they grew up in, and they are more likely to take the word of those who are coming from that same frame of reference. This generation of consumers is actually twice as likely as millennials to make a purchase based off an influencer recommendation or testimonial (70% of which are under 34) (Rolling Stone, 2021).   Are you ready to expand your reach to Gen Z? We’d love to help you with your direct marketing strategy and creative to do just that.

Sources: Rolling Stone Sprout Social Business Insider     Author Bio: Camille Lehmann is a Senior Marketing Specialist and has been on the Nahan team since January 2020. Camille is responsible for managing Nahan’s social media, blog content, and other internal and external content communications. She graduated with her Masters of Science in Marketing with a specialization in Project Management in 2020. In her spare time, Camille enjoys visiting new coffee shops and restaurants with friends, playing tennis, and finding new Pinterest projects.

Direct Marketing Trends for 2022

Author: Camille Lehmann, Senior Marketing Specialist

The new year brings new direct marketing trends and continuations of ideas that advanced in 2021. Like the beginning of last year, 2022 gets its start in an advertising saturated society with technology at the fingertips of nearly every consumer. In such an environment, knowing how to stand out to the right consumer at the right time, is a necessary skill for differentiation. Below we’ve rounded up five direct marketing trends for 2022 for you to ponder as you plan your marketing strategies:

1. When it comes to words, less is more

Want to catch a consumer’s attention in the mail? Don’t overload it with unnecessary text that crowds the mail piece. You only have a limited amount of time to entice the consumer to act. If the consumer perceives that it will take too long to read the piece, you may have just lost your chance for them to get to your Call to Action. Provide enough to get your point across, but don’t leave the consumer drowning in words.

2. Combining Digital and Print

While both digital and print advertising have their own advantages, together, they make the ultimate power team, especially in the wake of the phasing out of third-party cookies. Whether it’s using QR codes or pre-in-home-date digital ads, the addition of digital to print will become more popular as marketers get creative to increase ROI. Nahan’s solution to this is Direct Mail Companion™, used to create a seamless message before, during, and after your direct mail or catalog in-home date, leading to greater response and higher ROI.

3. Augmented Reality

Marketers can harness the power of Augmented Reality (AR) to layer computer-generated dimensions onto a real-world setting. Consumers can use their hand-held technology to view direct mail and catalogs with AR to view how certain products would look in a space. Utilizing this technology gives consumers a memorable and enriching experience that is hands-on.

4. Targeting by Challenge and Not Demographic

What prompts consumers to pursue a service or product? Most often it is a need that they want to fill and they believe that a specific service or product will fulfill that need. Instead of only looking at consumer targeting by age or geographic region, including the segmenting of your target audience by unique challenges and/or behavior may return more favorable responses and make messaging feel more personal.

5. Use of Informed Delivery

When consumers use Informed Delivery from the USPS, they are able to see ahead of time the mail pieces they are receiving each day. Not only are they aware of what is coming, but they are also able to interact with the mail pieces by clicking on the images and view offers from the business’s website. According to the USPS, by September 2021, nearly 43 million users had registered for Informed Delivery and that number is expected to grow throughout 2022.

Author Bio: Camille Lehmann is our Senior Marketing Specialist and has been on the Nahan team since January 2020. Camille is responsible for assisting in Nahan’s marketing strategies and goals. She graduated with her Masters of Science in Marketing with a specialization in Project Management in 2020. In her spare time, Camille enjoys visiting new coffee shops and restaurants with friends, playing tennis, and finding new Pinterest projects.