Let’s look at what makes this audience respond:
Personalization makes an impact
Millennials and Gen Z are the most likely to say direct mail feels personal, and they’re most likely to act on it when it does. Go beyond basic name fields. Reference their recent behavior, highlight relevant offers, or connect your message to something they’ve already shown interest in. Use enhanced data to make your message as relevant as possible.
Use design to stand out
This audience grew up online and has a sharp eye for good design and aesthetics. Skip cluttered layouts or copy-heavy formats. A clean, bold design with a clear purpose helps your message rise above the rest of the mail pile.
Make it easy to respond
Millennials and Gen Z are quick to act – and quick to dismiss anything that feels like unnecessary effort. Use scannable QR codes, short personalized URLs, or mobile-friendly landing pages to make follow-through seamless.
Time it right
Behavior-based triggers can help your mail land when interest is high, like after a site visit, app download, or cart abandon. The message is more likely to land when it feels like part of a broader journey.
You can learn more about how Millennials and Gen Z engage with mail in the State of Direct Mail 2025: Consumer Insights Edition report here.
Answered by:
Eamon Barisone,
Principal Solutions Engineer
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