2. Be Relatable, Not Just Personal! Thinking back to the example of a younger consumer who is just starting out on his or her journey toward financial security, the importance of relating to a consumer’s personal needs cannot be overstated. It is no longer enough to rely on generic forms of personalization like name and address; the financial services firm must demonstrate an understanding of that consumer’s specific situation. Younger consumers generally have much to learn, and many have no idea even where to start. In this instance, a series of educational direct mail pieces can elevate a brand’s value and demonstrate its commitment to strong customer care. Younger consumers identify with brands that stand for something beyond the products and services they provide. According to the USPS, the average American household receives only 454 pieces of marketing mail each year. In today’s era of digital overload, a tangible piece of paper landing in the hands of the right consumer can really stand out. 3. Create an Irresistible Call-toAction. Convincing younger consumers to take action might be easier than previously thought. Traditional marketing wisdom suggests that action verbs like “download,” “reserve,” and “grab” can be effective, but modern marketers can appeal to an even greater tool. Generation Z consumers and Millennials grew up with screen time, and interactive
direct mail can take them back to their screens. Although once perceived as a rather stale way to connect consumers to your website, quick response (QR) codes on printed documents have since experienced a resurgence as a
The Bottom Line Younger consumers can represent a goldmine of opportunity for brand owners that strike a chord with them. A solid direct mail campaign must consider the likes, dislikes, and unique preferences of younger generations rather than attempting to lump everyone into a generic, all-encompassing category. Younger consumers expect and even want brands to reach out to them via multiple touchpoints, and this calls for new and innovative ways to stay connected. By combining digital inkjet technology, direct mail, and digital components, businesses can connect with the younger members of their audiences, add more value to the customer journey, create more leads, and ultimately drive more sales.
Whether we notice it or not, age-targeted marketing has been around for years. When used correctly, it can provide a much higher return on investment than grouping all consumers into a single audience. more dynamic way to deliver marketing messages. Younger generations are also extremely open to video messaging. Digital inkjet print technology can drive consumers to an augmented reality overlay or interactive QR codes.
Karen Kimerer of Keypoint Intelligence has experienced the many challenges of expanding current market opportunities and securing new business. She has developed a systematic approach to these opportunities, addressing the unique requirements of becoming a leader in our changing industry. She is well-versed in 1:1 marketing, web-to-print, direct mail, book publishing, supply chain management, data segmentation, channel integration, and photo products. MailingSystemsTechnology.com | JULY-AUGUST 2021
Mailing Systems Technology July/August 2021