In today’s digital age, does direct mail still have the power to influence buyers’ decisions? According to research from the United States Postal Service, the answer is yes. Eighty-nine percent (89%) of mail recipients say that relevant direct mail has moved them to take some kind of action.
| Action | TOTAL |
| Went to a company’s website | 42% |
| Went to a company’s physical location to shop | 26% |
| Shared the information with someone | 23% |
| Made a purchase after seeing an item in a mailpiece | 21% |
| Went to a company’s app | 20% |
| Made a purchase after receiving a reminder in the mail | 19% |
| Took no action | 21% |
What actions are mail recipients most likely to take? The most common is to go to a company’s website (42%), followed by going to a company’s physical location to shop (26%). Twenty-one percent (21%) say it motivated them to make a purchase, either in-store or online.
Different generations of consumers will react differently to their mail. Let’s take a look at how direct mail motivates different generations to make purchases, specifically.
Generation Z
Gen Zs are today’s teens and twenty-somethings. Nearly one-quarter of these shoppers say they make purchases as a result of direct mail.
- 26% went to a physical location to shop.
- 21% made a purchase after seeing an item in a mailpiece.
- 19% made a purchase after receiving a reminder in the mail.
Millennials
Millennials are between 24–40 years old. When receiving relevant direct mail, these shoppers were even more motivated to make a purchase than their younger counterparts.
- 28% went to a physical location to shop.
- 27% made a purchase after seeing an item in a mailpiece.
- 24% made a purchase after receiving a reminder in the mail.
Gen X
Gen X consumers are between 41–56 years old. More than one in five of these shoppers is motivated by direct mail to make a purchase:
- 21% went to a physical location to shop.
- 22% made a purchase after seeing an item in a mailpiece.
- 19% made a purchase after receiving a reminder in the mail.
Baby Boomers
Boomers, or those between 56–75 years old, have been collecting “stuff” their entire lives and are the least likely to make a purchase as a result of a mailpiece. However, they do have the most disposable income of any generation, so when they do make purchases, they have more money to spend. How do they respond to direct mail pieces?
- 8% went to a physical location to shop.
- 15% made a purchase after seeing an item in a mailpiece.
- 12% made a purchase after receiving a reminder in the mail.
While there are differences between generations, the overall trend is clear. Direct mail is a powerful motivator. Whether it motivates consumers to visit the company’s physical location or to make a purchase online, physical mail is the catalyst that gets shoppers to take action.