In today’s digital age, does direct mail still have the power to influence buyers’ decisions? According to research from the United States Postal Service, the answer is yes. Eighty-nine percent (89%) of mail recipients say that relevant direct mail has moved them to take some kind of action.
GENERATION Z >
Gen Zs are today’s teens and twenty-somethings. Nearly one-quarter of these shoppers say they make purchases as a result of direct mail.
> 26% went to a physical location to shop.
> 21% made a purchase after seeing an item in a mailpiece.
> 19% made a purchase after receiving a reminder in the mail.
MILLENNIALS >
Millennials are between 24–40 years old. When receiving relevant direct mail, these shoppers were even more motivated to make a purchase than their younger counterparts.
> 28% went to a physical location to shop.
> 27% made a purchase after seeing an item in a mailpiece.
> 24% made a purchase after receiving a reminder in the mail.
GEN X >
Gen X consumers are between 41–56 years old. More than one in five of these shoppers is motivated by direct mail to make a purchase:
> 21% went to a physical location to shop.
> 22% made a purchase after seeing an item in a mailpiece.
> 19% made a purchase after receiving a reminder in the mail.
BABY BOOMERS >
Boomers, or those between 56–75 years old, have been collecting “stuff” their entire lives and are the least likely to make a purchase as a result of a mailpiece. However, they do have the most disposable income of any generation, so when they do make purchases, they have more money to spend. How do they respond to direct mail pieces?
> 8% went to a physical location to shop.
> 15% made a purchase after seeing an item in a mailpiece.
> 12% made a purchase after receiving a reminder in the mail.
While there are differences between generations, the overall trend is clear. Direct mail is a powerful motivator. Whether it motivates consumers to visit the company’s physical location or to make a purchase online, physical mail is the catalyst that gets shoppers to take action.
