How to Perform Generational Targeting in Direct Mail Marketing

Generational targeting in direct mail can be instrumental in increasing your response rates. As brains age they change, and the way we need to target people also changes. Because the majority of the buying public falls into three generations now, we will focus on Boomers, Gen X and Millennials.

Generational targeting in direct mail
Credit: Getty Images by Jasper Cole

Generational targeting in direct mail can be instrumental in increasing your response rates. As brains age they change, and the way we need to target people also changes. Because the majority of the buying public falls into three generations now, we will focus on Boomers, Gen X and Millennials.

Generational Targeting in Direct Mail

Boomers — As we age, it becomes hard to filter out distractions. This means that your direct mail should have a clear message in a big font. Do not clutter the mail piece with tons of copy and a bunch of images. Include white space around your copy and images to allow time for absorption without distraction. Because older brains filter out negative messages, you should accentuate the positive benefits of your product or service. They have time and, therefore, value more information before making a decision — unlike Gen Xers and Millennials. Make sure to respect their intelligence and include details about your product or service that are relevant to them. The more they are exposed to a message, company and brand, the more it becomes true for them. So make sure that your messaging on your mail piece matches your message on other channels.

Gen X — The first thing we need to note about Gen Xers is that they are very busy people; you will need to grab their attention quickly. Coupons are a great way to reach Gen X. They love a good deal. They love companies that do “good for society.” So when they make a purchase, they can also help out others. They like loyalty programs that help keep them on track through busy weeks and months. Keep in mind that this generation loves direct mail. Of course you need to send them mail pieces that are relevant, but you should expect good response rates from them. Because lack of time is an issue, make sure that you go with less copy and get right to the point of how your product or service can help them.

Millennials — The most important thing to know about Millennials is that they value social issues over economics. So you need to make sure that your messaging taps into that need. Another factor is innovation. This generation is always looking for the next best thing. How can your product or service fix their problems in a new way? Millennials love reviews, so make sure you provide real testimonials from customers on your direct mail pieces. They, like Gen X, are big on loyalty programs; so make sure you have a robust program.

Conclusion

Keep in mind that each generation is comprised of unique people; not everyone will respond the same way. Don’t replace your other demographic targeting and segmentation strategies. These notations should help you shape your direct mail concepts, but by no means should they become the “be-all, end-all” strategy. Are you ready to get started?