Cracking Gen Z marketing with direct mail campaigns that connect

Targeting campaigns at younger consumers offers huge potential for brands across all sectors. Members of Generation Z – generally defined as those born between 1995 and 2010 – are now graduating and entering the workplace, giving them increasing spending power. According to McKinsey, for example, this group has a global spending power of over £113 billion annually and accounts for nearly 40 per cent of consumers.

Yet reaching these individuals can often prove challenging. This is the first generation to have been brought up from birth in a digital-first world, so they’re accustomed to technology and being bombarded with online ads, social messaging and other communications at all times. But this also means they’ve become used to tuning it out.

This means if you really want to engage these consumers and tap into their growing spending power, you need to do things a little differently. And this is where direct mail campaigns can be a real game changer.

Why Gen Z marketing deserves a rethink

The notion that Gen Z are digital only is a misconception. In fact, in an always-online environment, this group actually values the personal connection and slower pace that physical products and communications can provide.

For example, according to one study by Posterscope, 65 per cent of Gen Z individuals prefer shopping in stores over online alternatives, while more than half say they actively try to limit their screen time. What’s more, over a third of Gen Z say they prefer the tangible feel of vinyl records over online streaming, despite the convenience of platforms like Spotify.

The lifestyle of Gen Z is a strong mix of online and offline experiences and this is also shown in their marketing preferences. WARC found that 88 per cent prefer a blend of physical and digital communications, while 45 per cent of 15 to 24-year-olds also said they trust content delivered via physical mail.

This is not to say that digital doesn’t still have a strong role to play. In fact, WARC’s figures show nearly half of these individuals (42 per cent) have searched for a brand online after receiving a piece of direct mail, while more than four in five (84 per cent) have scanned in a QR code from direct mail to interact with a brand online.

These figures show clearly that a blended approach that uses direct mail to spark interest and engagement, backed up by a strong online presence, is the way to go in order to reach Gen Z buyers.

Understanding Gen Z behaviours and expectations

Connecting with Gen Z isn’t just about the right channels and using personalisation. The messaging matters. One of the first things to do in order to see results when aiming at this audience is to understand their values and behaviours, and ensure your campaigns are tailored accordingly.

For instance, this group has strong preferences for issues such as authenticity, while sustainability is a major concern for younger consumers. One study by First Insight found that 62 per cent of Gen Z shoppers prefer to buy from sustainable brands, while almost three-quarters (73 per cent) are willing to pay more for sustainable products.

This means that firms will need to show their own commitment to these issues in order to see success. For example, when using direct mail, it’s important to reassure Gen Z recipients that these campaigns are environmentally responsible, such as by using FSC® certified paper.

Using direct mail in the Gen Z media mix

Adding direct mail marketing for Gen Z to enhance digital campaigns is a great way to meet these expectations and meet these consumers in places where they may be more receptive.

This group has grown up in a landscape where traditional post generally is on the decline – with everything from utility bills to Christmas greetings now primarily online. However, this means that personalised, intriguing communications they can hold in their hands offer a pleasant, unexpected option that helps brands stand out and get noticed.

This should be combined with a strong digital follow-up. Use tools like QR code marketing to engage audiences and help them take the next step in their journey. Tie-ins with social platforms like TikTok also help connect the physical and online worlds and offer opportunities for content sharing to drive word-of-mouth.

How to tailor direct mail for Gen Z

To see a positive ROI, you’ll need to make sure your direct mail campaigns stand out and appeal to Gen Z’s values and wants. Keep the following tips in mind and you stand the best chance of success.

Design that gets opened

The first step is making sure your mailers are opened and not just discarded. You’ll need to choose formats that catch recipients’ attention, such as bold envelope designs and creative folds that stand out from everything else on their doormat.

The value of a tangible product mustn’t be overlooked. Envelopes work because they can entice individuals to open them and find out what’s inside. But this isn’t the only option. For example, there’s something highly satisfying about breaking a crisp, tabbed seal on a naked mailer that adds to the tactility and sense of anticipation.

Personalisation that feels genuine

Gen Z values authenticity, so personalisation has to be more than just the right name in the greeting. If mailings feel generic or mass-produced, they won’t have the desired response rates among this group.

Avoid this by tapping into sources like CRM info to learn about each recipient’s desires and interaction history. Then, variable data printing techniques can help ensure each item is tailored to the individual with unique offers, personalised URLs and even specific imagery that taps into a user’s own interests.

Sustainability as a non-negotiable

Demonstrating a commitment to sustainability is another must-have if brands are to successfully engage with Gen Z customers. Firms that are seen as wasteful in their use of materials or opt to use non-recyclable items will be received poorly by these consumers.

Being able to show that paper and envelopes are FSC® certified through the organisation’s logo is a good start. However, illustrating how this attitude is maintained throughout the brand’s operations is also very helpful. This may mean highlighting a page on your website that lists sustainability practices and choosing suppliers such as printers that offer sustainable direct mail.

Cost, timing and execution considerations

Direct mail offers a strong ROI when marketing to Gen Z, provided it is done correctly. With this in mind, it’s important that firms are able to fully understand the various options for print, fulfilment and postage.

An all-in-one mailing house like The Mailing People can greatly help with this. We’re able to offer advice on the formats of mailers you’re able to send and how this affects the cost and timing of a campaign.

For example, should you go for printed envelopes or naked mailers that do not need enclosing or polywrapping? This decision will not only potentially affect postage costs for your campaign, but also how quickly you can ramp it up. For the majority of mailers, our machine enclosing services can handle thousands of items in a short space of time, making it the fastest and cheapest option if you need to send items quickly.

However, for more customised print runs that may have unusual shapes or sizes, hand fulfilment will be the only option, which does increase costs and take longer.

We can also help recommend the most suitable envelope and paper types, weight and sizes to balance high-quality materials with postage costs, as well as use our connections with postal service providers to ensure you benefit from the cheapest rates and apply any discounts that are available.

Actionable tips for Gen Z direct mail campaigns

When using direct mail to reach out to Gen Z consumers, follow these tips and best practices to increase your chances of making a memorable impression and securing a positive ROI from these campaigns.

Keep copy short, bold and to the point.
Use personalised imagery that reflects recipients’ interests.
Integrate scannable elements like QR codes.
Start small and use A/B testing to identify what consumers respond best to.
Use sustainable materials and packaging.
Combine print with digital follow-ups such as personalised landing pages or social ads.
Highlight authenticity by using real stories, testimonials or user-generated content.
Include a clear, immediate call to action.
Track campaign data carefully to measure success.

Making Gen Z direct mail work

Direct mail is a powerful tool for connecting with Gen Z – as long as campaigns are authentic, sustainable and integrated effectively with digital channels. With the right design, tone and targeting, physical mail stands out in a digital-heavy world and can spark meaningful engagement with younger consumers.

But success depends on strong execution. As an experienced, full-service mailing house, we manage everything from creative formats to print, fulfilment and postage, helping you build campaigns that resonate and deliver results. Trust The Mailing People to turn your Gen Z direct mail strategy into something that’s both eye-catching and effective.

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