Brands should leverage direct mail to target Gen Z customers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 05, 2021, 5:11 PM GMT+0

A recent WARC-Royal Mail Marketreach study found that Gen Z is more likely to engage with direct mail marketing campaigns.

The study found that Gen Z is more likely to respond to physical, direct mail marketing campaigns. Around 35% of the campaigns that use direct mail recorded an ROI benefit, as opposed to only 23% for the UK average across all marketing campaigns.

The report reasons that the physical nature of direct mail is the root cause of this – capturing both sensory and mental attention of readers – averaging an engagement rate of 95%. Nine out of 10 respondents said they preferred a blend of physical and digital marketing. While 42% of respondents have searched for a brand online after receiving direct mail, 84% have scanned a printed QR code to interact with a brand online.

Senior media planner at Royal Mail’s Marketreach, Dan Jury, said, “Direct mail is alive and well. It has undergone a significant digital transformation of its own, remains the third-largest media channel in the UK, integrates powerfully with other channels to support full-funnel strategies, is a proven driver of business growth and ROI, and is highly trusted – particularly with Gen Z.”

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