Direct Mail Motivates Consumers To Action

Direct mail motivates consumers to action. 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.

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 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 mail piece.
• 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 mail piece.
• 24% made a purchase after receiving a reminder in the mail.

GEN X
Gen X consumers are between 41–56 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 mail piece.
• 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 mail piece. 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 mail piece.
• 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.

Want to learn more about direct mail? Just ask! Contact us online or give us a call directly at 800-942-1066.