The New Generation of Direct Mail and Consumer Fulfillment
Years ago, anybody and everybody were proclaiming that “direct mail was dead” because of the up and coming (at the time) millennial generation. The supposed consensus was that because of the rise in smartphones, email, and social media, no one wanted to receive mail anymore, especially the “kids.” Fast forward to today, and we are thrilled to see that not only were those naysayers wrong, but the young generations also embrace mail in a way that we have not seen in decades.
As a quick refresher, Millennials are said to be anyone born between the years 1981-1997 or 1999, depending on who you ask. The 1977-1985 group prefers to be called Xennials as they are a mix of GenX and Millennials. Gen Z is the group born between 1997/1999 – 2010.
Are young millennials and Gen Z glued to their screens? Yes. Do they check the mailbox after school as much as some of us “older folks” used to? No. But they get genuinely excited about mail, and we truly believe that is thanks to the fulfillment industry. Fulfillment is not a cool or hot industry to most, but when you think about it, those Amazon packages that show up on your doorstep or in your mailbox in an hour or a day, that’s thanks to fulfillment warehouses that are cranking to get that out. It is now so easy to order just about anything online, and guess what? The new generations are ordering virtually everything, which pushes them to get excited about delivery day. The USPS is one of the leading companies that deliver packages nationwide. Naturally, we are drawn to our mailboxes, waiting for whatever is coming next from our late-night ordering sprees.
While they are at their mailboxes grabbing their latest order, businesses have a prime opportunity to grab them with captivating direct mail pieces. Why? Because they are more tired of screens than most realize, there is a lot of noise to sift through, and it’s pushing Gen Z to go a little bit old school. They want to read trusted news sources without having ads pop up as they read through, and there is a certain novelty to print that they enjoy. What’s old is new again (as we’ve learned seeing everyone dressing like its 1987 again), and it’s cool to get mail. That said, there is one distinction between the new generation and the old; “they are a generation driven by values, with 68 percent identifying that doing their part to make the world a better place is important to them, and this directly impacts their buying behavior.” (MNI)
How do you blend their love of packages, nostalgia, and need to see companies who embody their core values? Direct mail. It doesn’t have to be the same old boring letter or postcard either. Get creative! The possibilities are endless, from customized cards targeted directly to them, to fun pop-up cards or “lumpy mail.” I know you’re wondering what the heck is “lumpy mail”? Earlier I mentioned what drives us to the mailbox most often; packages. So why not join that party? Just because someone hasn’t purchased from you yet, doesn’t mean you can’t send them a package. Ideas range from a gift card in a box to water bottles, product samples, or even some delicious branded snacks, and while you’re at it, ask them to take a picture and post it to social media to spread the love with their friends and family far and wide.
Want to chat about some fun ideas to target millennials, Xennials, or Gen Z with direct mail or fulfillment? We’ve got just the team for you, and we can’t wait to roll up our sleeves and get to creating with you. To get started, contact our team at Kirkwood Direct at (978) 642-0300.
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