Designing Direct Mail for Generation Z: Q&A with SeQuel’s Creative Director, Tari Johnson
Known for their diversity, Generation Z values brands that promote authentic and inclusive messaging. The oldest members, born between 1996 and 2012, are transitioning into adulthood and entering the workforce, adopting more mature purchasing behaviors in the process. Meanwhile, the younger trendsetters, still dependent on their families, exert significant influence over household spending decisions.
We had a conversation with our Creative Director, Tari Johnson, to explore effective ways to design direct mail for Generation Z.
When designing direct mail for Gen Z, how does it differ from other demographics?
Johnson: Gen Z’s average attention span is around eight seconds. This is why it is effective to engage them with shorter blocks of text interspersed with more negative space. They favor a positive, welcoming tone imbued with humanity over a straightforwardly promotional one. It can also be beneficial to incorporate more imagery featuring people, especially those in unposed, positive, and natural settings.
What direct mail design trends or elements appeal to this generation?
Johnson: Depending on the product or service, this generation is particularly drawn to energetic layouts that utilize varying type sizes and fonts, attention-grabbing callouts, and graphics that guide the viewer’s eye around the piece. On the other end of the spectrum, they are equally attracted to designs that adopt a calming approach with neutral tones and minimal copy, essentially indicating that extremes on either side are more effective than a middle-ground approach.
Additionally, Gen Zers tend to gravitate towards content that resonates with themes of empowerment, self-care, and convenience, which speak directly to their values and lifestyle preferences. Try congratulating them for a noteworthy credit history that qualifies them for a loan, acknowledging that life can be hectic, or offering solutions like a meal delivery service that can help ease their daily stresses.
Is sustainability and eco-friendly packaging especially important when designing direct mail for Generation Z?
Johnson: Gen Z audiences are interested in how companies contribute to the greater good, including their non-profit affiliations and efforts to reduce their carbon footprint. Their focus isn’t necessarily on whether the paper in their hands is recycled but rather on the practices of the companies with which they spend their money.
How do tangible and digital experiences compare when targeting this audience?
Johnson: We see the best results when offline and online messages complement each other. While digital conversion rates are high for this generation, direct mail retains novelty and feels more permanent. Physical mail pieces are particularly effective when accompanied by disruptors such as offer cards, water bottle clings, magnets, etc.
Seasonality also plays a role in how specific channels will perform. Around the holidays, Generation Z is more likely to bring self-mailers with offers into stores rather than pulling up a digital ad. This is likely because it’s faster to grab something from your purse than to scroll through numerous digital ads when facing long lines.
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If you’re ready to leverage the mail channel to build a positive and engaging relationship with these key consumers, contact a SeQuel Marketing Strategist today.