We recently came across an article from Forbes and this quote stood out to us: “As technology becomes more important, the more consumers will crave genuine human experiences.”

Enter direct mail. A genuine, human experience.

Traditionally, direct mail has resonated with older demographics such as baby boomers and Gen X because they prefer tangible, physical forms of communication that they can hold and refer to whenever they want.

Direct mail also resonates with new movers or homeowners focused on home improvement, insurance offers or local services. It speaks to affluent audiences — it’s a medium that reflects a high level of quality, professionalism and exclusivity. Lastly, consumers in rural areas also respond to direct mail. They may not be connected digitally in the way urban consumers are and are therefore more likely to engage with physical mail.

This is why direct mail is an effective channel, and necessary spoke in your omnichannel wheel. We could go on and on with the benefits of direct mail — reach loyal customers or target niche audiences — but what it comes down to is direct mail works.

But will it work in the future, and for whom?

Our answer is yes and you’ll never guess for whom. You may be surprised (hopefully excited!) to learn that Gen Z (born between 1997-2012) will engage with direct mail. They’re digital natives who are tech-savvy and, therefore, interested in something different. That’s right, direct mail is new, fresh and different in the eyes of these younger consumers. As this generation enters the workforce, their purchasing power is growing rapidly, making them a key audience for direct marketers.

Additionally, it’s time to start thinking about Gen Alpha (born 2013 onwards). Known as “the first fully digital generation” they are highly connected and the most tech-integrated. Most important to them? Sustainability and climate change. As Gen Alpha comes of age, they’re bound to realize that doing things digitally isn’t always more sustainable, especially from a direct marketing perspective.

For direct mail best practices and how to optimize your direct marketing program, connect with us!

Bethany Christie is the director of corporate marketing at Media Horizons. This article was originally published on Media Horizons and republished with permission.