Zoomers, a.k.a. Generation Z, zoom from one digital platform to the next and have been engrossed in an online world since they were born. But you may be surprised to find out that they love mail and appreciate this more traditional form of advertising. Are you tapping into this demographic? Read these statistics that show why you should consider a direct mail campaign for Zoomers.

Don’t underestimate the buying power of the up-and-comers, the Zoomers. This generation made up of individuals who were born between 1997 and 2012 are in the age span of 12-27 and have a current spending power of $450 billion in the U.S. alone.

Seventy-five percent of them also spend more than half the money available to them each month. And, by 2025, they will account for 27% of the workforce. This signals to businesses that this younger generation really can’t be overlooked in a marketing plan.

In regards to responding to tech, they are similar to Millennials in that they are the fastest generation to adopt new technology as well as use it the most. According to the Los Angeles Times, Gen Z spends half their waking hours on their phones. But what distinguishes their internet use from Millennials is that they are pros at multitasking.

These Zoomers zoom from one medium to the next lightning-fast. They are hyper-focused and highly creative, which means they are also interested in unique and dynamic forms of marketing.

However, even though Zoomers are super active online, they do like direct mail because it is a refreshing break from the overwhelm of digital media, it feels novel and unique to them because they are used to online marketing, and it offers a more personal advertising experience.

Take a look at these statistics that prove it:

  • Younger generations are the most enthusiastic about the usefulness of direct mail marketing — 57% of 18- to 34-year-olds said they found direct mail extremely or very useful, higher than any other age group. This figure rises to 85% for those who find it somewhat useful. The Direct Marketing Revolution Report (2023)
  • 63% of Gen Z consumers are more excited about direct mail now than they were a year ago. RRD (2023)
  • Direct mail particularly resonates with Gen Z because they have grown up with digital messaging, and mail presents something unique to them. MarketReach (2021)
  • 72% said they would be disappointed to no longer receive mail and say they are excited to discover what the mail brings every day. USPS (2021)
  • The response rate for direct mail among people ages 18-21 is 12.4% compared to a .12% response rate for digital ads. The Data & Marketing Association (2018)
  • 86% of Gen Z sort through their mail while only 14% immediately toss mail in the trash. Keypoint Intelligence (2022)
  • Gen-Zers said that receiving cards, letters, and packages makes them feel happier than receiving video calls, emails, or texts. USPS (2021)
  • 57% of 18-34-year-olds found direct mail “extremely” or “very useful”, a total that grew to 85% when “somewhat useful” was included. Quad Research (2023)
  • 35% of campaigns using direct mail recorded an ROI benefit compared to 23% on average for all UK marketing campaigns. World Advertising Research Centre and Royal Mail Marketreach (2016-2022)
  • Gen Z responds well to direct mail, particularly when mail is personalized. Pel Hughes (2024)

So not only are Zoomers welcome to receiving direct mail, they are more likely to respond to it than digital advertisements.

There are a number of things to keep in mind when launching a direct mail marketing campaign that targets Gen Z. First off, they enjoy more eye-catching elements, such as bold colors, creative copy, and premium materials.

Second, they will also respond positively to personalized mailers. So a personalized mailer that reads, “Emma, Get a Smile You’ll Want to Show Off!” will grab their attention more than the standard direct mail piece that everyone receives.

The USPS reported in 2021 that out of all the elements in direct mail, Gen Z prefers pieces that have a unique size and shape, as well as include a deal. A jumbo-sized postcard, for example, will stand out among the mail pile and will make a bigger impression — literally.

Additionally, because Zoomers are super savvy and knowledgeable about technology, the majority of them won’t mind receiving retargeted mail based on their online browsing and purchasing behavior. So if you send a triggered mailing to Gen Z shoppers who abandoned their online shopping cart, they will enjoy receiving a reminder to come back and finish the purchase (with a coupon of course). You can also include a QR code in your mailer to help them connect with you online faster.

Lastly, the more authentic you can be in your direct mail piece the better. A candid photo of the business owner or a short statement about why you started the business will appeal to members of Gen Z because they appreciate transparency and crave deeper connections with people and the products and services they are selling.

Ready to connect with Gen Z and grow your business? For a free consultation or to discuss your marketing needs, give us a call at 800-442-0112!

If you liked reading this entry, check out this larger article that includes over 150 direct mail statistics about many more topics!