In our last blog post, we wrote about USPS’ request for suggestions on how to reach the younger generation who is increasingly relying on technology for communication. This population is referred to as Generation Y by the Center for Generational Kinetics, who estimates Gen Y numbers to be around 80 million people who are living in the U.S. and were born between 1977 and 1995 (years vary by agency). While direct mail for interpersonal communication is no longer practical for this tech savvy population, direct mail can be an effective marketing tool when executed in conjunction with email and social media marketing. In a Deliver Magazine article on Generation Y and Direct Mail, Lamont Swittenberg, managing director at Luminosity Marketing, a New York–based analytical marketing communications firm, explains, “Sending something by direct mail is a way of breaking through the clutter because they do receive so much communication that comes digitally. And you still can’t replace the personal touch from direct mail.” Mail has become a novelty for this generation who constantly on the receiving end of emails. Marketing Expert Michael Fleischner explains that there are certain practices to remember when marketing to this population: “Direct Mail is most effective when you understand your audience, time your campaign appropriately, provide a compelling offer, and develop a relevant message,” Fleischner says. According to the Mail Moment study conducted by InnoMedia and commissioned by USPS, 87% of Generation Y brings in the mail the day it is delivered and 82% sort through their mail immediately. It’s clear that Generation Y loves getting mail and since they don’t receive as much mail as older consumers, marketers have a better chance of catching their eye.
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