Gen Z, born between 1997 and 2012, makes up 25% of the world’s population, making them the largest generation ever. They are also about to be the wealthiest, which makes them an uber-lucrative target audience for brands. Z babies spend more per capita than any other generation at the same age, and this trend will continue growing at twice the rate of other generations. Gen Z already wields $9.8 trillion in purchase power, set to increase to $12.6 trillion by 2030.
Gen Z is the first to grow up entirely on the Internet, which has earned them the label “digital natives.” They love social media and smartphones, for sure. However, they also like to shop offline, an important caveat for marketers looking to meet Gen Z where they are.
The Internet Gives Them a Little of the “Ick”
A generation who spent some time in remote schooling during the pandemic, Gen Z is burned out on screen time and the bombardment of sponsored and paid content they receive. According to a survey by Archrival, a U.S. youth culture agency, that included Gen Z:
- 80% agree that they are exposed to more brands and advertising than any other generation
- 73% prefer making a purchase in-store while shopping
- 43% say too many sponsored/promoted social media posts or ads being served to them would discourage them from making a purchase
As a result, Gen Z has gone retro in some of its communications. It is into landline phones as an antidote to notification fatigue and a throwback to a pre-digital era. Flip phones and film cameras are coming back for similar reasons.
Direct mail piques Gen Z’s interest as well. For starters, it has a lower saturation than digital channels, so Z babies can’t get as overwhelmed. Plus, 43% of Gen Z checks the mail every day it’s delivered, and a USPS study from 2022 shows 59% of Gen Z enjoys receiving mail. After receiving a direct mail piece, 38% of Gen Z shoppers have visited a brand’s website, and more than half said they bought something within the past six months. Direct mail also pairs up nicely with Gen Z’s values, including:
- Tangible, personal connection: Direct mail gives Gen Z a little dopamine boost, with 83% saying receiving cards, letters, and packages makes them feel happy more than receiving video calls (60%) or emails/texts (59%) does.
- Personalized content: More than a quarter of Gen Z respondents only open direct mail relevant to them, highlighting the importance of personalization and knowing the right personas to target.
- Creative look and feel: Of the most effective elements in direct mail for Gen Z, the USPS found that 54% liked colorful images and/or text, and 45% favored unique sizes or shapes.
How to Win Over Gen Z with Programmatic Direct Mail
While Gen Z’s share of mass merch in-store dollars is higher than every other generation before them, most still begin their shopping journey online. In fact, eMarketer research shows that Gen Z is almost equally likely to first see or hear about a new product or brand they purchased from in a physical store and on social media.
That means the Internet still provides a variety of important signals about what Gen Z is in the market to buy and how soon. Leveraging this information is critical even if you’re marketing to this generation via a physical medium.
That’s why PebblePost Programmatic Direct Mail (PDM) is an ideal channel for reaching Gen Zers. It provides the digital data—behavioral, transactional, and household—to match the physical offer so you can give these buyers what they want. In fact, 46% of Gen Z say they would enjoy receiving mail based on their recent browsing or shopping behaviors. Here are a few tips for doing that.
- Keep Design Even More in Mind
Gen Z prioritizes unique formats, premium materials, bold colors, and branding much more than all other generations. This makes sense for a generation with notification and ad overload. Your brand must stick out, just like if you were marketing online. Since Gen Z values personalization, target them specifically and grab their attention with unique formats, colors, textures, and even scents. Consider keeping your text concise, with offers as prominently displayed as possible.
- Bridge the Offline-Online Divide
Similar to older generations, Gen Z shoppers are most likely to purchase new brands or products in physical stores and on websites, according to eMarketer’s research. They also have a penchant for purchasing new products on mobile apps. So, provide a call to action that’s easy to spot and gives this audience quick access to online materials. Give Gen Z shoppers a fast, easy option to access your product online right from your postcard, like QR Codes or personalized URLs. This way, they can convert on your offer, however they wish.
- Be Authentic
While Gen Z might love social media influencers and a great selfie, authenticity is actually their primary value. EY research shows that 92% of Gen Zers report that being authentic to themselves is extremely or very important. They also prioritize this value in the brands with which they do business. It might sound simplistic, but avoid trying to be something you’re not in PDM postcards targeted to Gen Z shoppers. They want to see that your business is the real deal and that it stands by its brand values and personality. Make sure that comes through in your direct mail marketing.
Contact us today to learn how PebblePost can improve your brand’s ability to reach, engage, and move Gen Z members to action.
