Printing Impressions caught up with Todd McNab, vice president of client strategy for direct marketing solutions at Sussex, Wisconsin-based Quad, to find out how Generation Z feels about direct mail marketing. We discuss what sets Gen Z apart and how to tailor direct mail to be most effective for this generation.
Printing Impressions (PI): How can direct mail be designed to capture Gen Z’s attention within their eight-second attention span?
Todd McNab: The benefit of using direct mail to reach this digitally native audience is that it’s less saturated and more memorable than the digital channels they’re used to. In fact, mail activates areas of the brain responsible for long-term memory, encoding 49% more than email and 35% more than social media advertising according to research by Neuro-Insight.
But success requires more than just reaching their mailbox. Gen Z – those from their early teens to late 20s today – responds strongly to brands that take clear stances and demonstrate genuine personality. They appreciate boldness, honesty, and humor. But only if those qualities fit the brand.
The messaging, approach, and offer must be relevant to the person receiving the piece. Look beyond demographics and sales goals and connect the audience to their needs or wants. Targeted, relevant mail will win the day.
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