Key Takeaways:

• Gen Z (born 1997–2012) shows strong response to direct mail.
• Many marketers mistakenly assume Gen Z ignores mail.
• Integrating digital and direct mail increases response rates by 18–24%… often more.
• In a live demonstration, over 80% of Gen Z employees said direct mail influenced their direct mail buying decision.
• Direct mail often becomes the ignition point for digital engagement.
• QR codes, landing pages, and mobile ordering connect mail to online conversion.
• Direct mail ROI often equals or exceeds digital campaigns.
• Integrated multichannel campaigns deliver the strongest measurable results.

 

 

Response rates of direct mail to Gen Z are among the highest of any demographic… even though many marketers assume they would never respond to direct mail.

This could be a powerful new market opportunity.

Gen Zs were born between 1997 and 2012.

They were raised digital from the start, and they understand digital well. But what’s interesting is they love to respond to direct mail.

Caleb was recently making a presentation to a prospect for our ad agency, CDMG, whose primary audience was Gen Z.

When talking about doing a multichannel integrated marketing campaign, the prospect jumped from his seat saying the proposal looked great — except he wanted to eliminate direct mail.

Caleb calmly said that would be fine, except that it would not be the best strategy for the growth of the company.

He explained that combining digital and direct mail to the same names increases overall response by 18–24% and often more.

That’s not theory.

That’s tested performance.

The company owner said, “Follow me. I’ll show you what I mean.”

He led us out to a room full of employees, all of whom were Gen Z.

He said, “See these employees? None of them will respond to direct mail.”

He called for their attention.

Then he asked them a question.

“How many of you respond to direct mail?”

He held up an envelope.

Not one person raised their hands.

None.

Caleb then asked an important question to the Gen Zers:

“How many of you have credit cards?”

Every hand went up.

Then he asked:

“How many of you received a direct mail piece, and that’s why you have your credit card?”

Over 80% of the people raised their hands.

The prospect said, “Point made.”

Like many people, Gen Z doesn’t think direct mail influences them.

But the reality is very different.

Many Gen Z consumers don’t even know how to mail something themselves.

Often they don’t consciously recognize the influence of direct mail.

They may search for a brand online but they were prompted to do so by a piece of direct mail.

Or they may respond as a lead or a sale and only because of direct mail.

Many large and small mailers use QR codes that lead Gen Z consumers directly to:
•   A video
•   A landing page with sales copy
•   Or a mobile order page

Many visit a landing page and then get a direct mail piece. That’s direct mail retargeting we do for marketers.

Direct mail becomes the ignition point for digital conversion and sales.

And direct mail becomes the ignition point for e-commerce — direct ordering by the prospect.

In other words, direct mail is often the starting trigger for online engagement.

Sometimes that engagement results in leads directly from the direct mail.

Sometimes it results in immediate purchase from the direct mail.

Here’s what marketers consistently find:
•   ROI from direct mail is often equal to — and frequently stronger than — digital campaigns.
•   Even though the cost per contact will be higher, response rates justify the investment.
•   Companies that integrate direct mail and digital in a multichannel strategy often achieve the best results.

If you have not integrated direct mail into your digital marketing mix, now is the time.

Action:

Ignoring Direct Mail Is Limiting Your Growth

If you are targeting Gen Z — or other younger demographics — and relying only on digital advertising, you may be missing a powerful response channel.

At CDMG, we specialize in integrated multichannel campaigns that combine direct mail, digital advertising, video, advanced AI based data modeling, and direct response copy.

Our team has won 124 marketing awards and tested thousands of campaign variables to identify what drives measurable growth.

Let’s evaluate your marketing strategy.

Step #1
Call Michael Oppenheimer in my office at 615-933-4647 or email him at [email protected].

Step #2
Get my book, The New Multichannel, Integrated Marketing: 28 Trends for Creating a Multichannel, Integrated Campaign to Boost Your Profits and learn how integrated marketing multiplies response and ROI.

Click HERE to order the book online.

You can also order it on Amazon, HERE.

Or get the audiobook version HERE, or on Kindle HERE.

You can also get an autographed version HERE or by phone at 615-814-6633 (M-F 10am to 3pm).

You can also send a check for $26.13 (includes shipping) payable to Media Specialists and send it to this address:

Media Specialists
1313 4th Ave N
Nashville, TN 37208

Don’t let assumptions replace testing.

FAQs:

Does Gen Z respond to direct mail?
Yes. Despite common assumptions, Gen Z responds strongly to direct mail, especially when it is integrated with digital marketing channels.

Why does direct mail work with Gen Z?
Direct mail often triggers digital engagement. Gen Z recipients may scan a QR code, visit a landing page, or search for the brand online after receiving a mail piece.

How much can integrated direct mail increase response rates?
Combining direct mail with digital marketing to the same audience can increase overall response rates by 18–24% or more.

Does direct mail drive online purchases?
Yes. Direct mail frequently initiates online activity that leads to lead generation or direct e-commerce purchases.

Should companies targeting younger audiences include direct mail?
Yes. Many marketers underestimate direct mail’s influence on younger demographics, making it a valuable and often underused channel.

About Craig Huey:

Craig Huey is the founder of Creative Direct Marketing Group (CDMG), an award-winning marketing agency with 124 marketing awards. His team specializes in accountable multichannel marketing strategies that combine direct mail, digital media, data modeling, and direct response copy to generate measurable leads, buyers, and long-term customer growth.

Unlock Explosive Growth with CDMG, Inc.
Your Partner for Digital Success 

In today’s fast-paced world, you need more than just an agency—you need a partner who drives growth, amplifies your brand, and delivers results that matter. That’s where CDMG comes in. 

We’re not just another ad agency. We are a top advertising and marketing powerhouse that specializes in driving real, measurable results and profits. Our award-winning team, led by marketing veterans Craig and Caleb Huey, is dedicated to supercharging your advertising efforts and transforming your business. 

Why CDMG? 

• Proven Success: 120 prestigious awards in 2024 alone. 

• Data-Driven Strategy: We don’t guess. We know what works. Our campaigns are crafted with precision to deliver maximum ROI. 

• Expertise Across the Board: From media buying to digital copywriting, testing, and direct-to-consumer strategies—we’ve got it all covered. 

• Real Results: We’ve helped launch new products, reposition brands, and turn small businesses into multimillion-dollar success stories. 

Let us help with your video needs!
We produce:
• Pre-roll videos
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…and much more! 

Whether you’re looking to launch a new product, reposition your brand, or supercharge your e-commerce growth, CDMG is the partner you need to dominate your market. 

Are you ready to see how we can drive your growth?
Let’s talk. Call Michael Oppenheimer at 615-933-4647 or email [email protected] today. Don’t wait—start transforming your marketing results now with CDMG, Inc. 

Act now, grow faster, and achieve more with CDMG.