Businesses may think direct mail isn’t the right tactic for younger consumers. The truth is though, they’re not anti-mail; they’re anti-irrelevance. Direct mail can still be a valuable asset as long as it is digitally connected and customer centric.
There has certainly been a shift in communication channel expectations among Gen Z and Millennials. Today, digital clearly plays an important role. The vast majority (74 percent) of Gen Z expect to do anything online they can do by phone or in person.1 Additionally, 20 percent of Gen Z, Millennials and Gen X prefer social media direct messages for customer service.2
Transactional mail such as billing statements is another facet of communication preferences that should be examined. Unfortunately, there is often a mismatch between how customers want to receive their statements and how they actually receive them. Less than 10 percent of consumers aged 18–26 prefer paper-based statements. However, despite this preference for digital, many still receive paper statements. On the other hand, most people aged 43–58 prefer paper but often receive digital. In total, over 50 percent of consumers receive statements in a format they did not choose.3
Despite this craving for digital, there is a point where it can be too much. Almost all of Gen Z members actually want a balance between technology and human interaction.1 Most Millennials, 72 percent, feel overwhelmed by digital notifications. Rather than responding to high volumes of generic messages, 65 percent of Gen Z say they like when companies have a moral message, signaling a clear preference for communications that are meaningful and aligned with their values.4
There are a couple of steps companies can take to future-proof their mail strategies and align with these digital expectations. First, companies should seek to understand and honor customer communication preferences. Ask how your customers would like to receive communications such as bills, promotions and company announcements. Then, adjust communications to align with their preference. Remember that this also applies to how many alerts and notifications they receive.
Secondly, be sure to connect offline and online communications. Even if they receive a direct mail piece or paper bill, customers may prefer to take the next step online. Make it easy for them to do so by adding digital elements such as QR codes or URLs.
When it comes to customer communication preferences, the stakes are high. Unfortunately, more than half of consumers have stopped doing business with a company due to poor communication.3 By utilizing a customer-centric, omnichannel approach with both print and digital options, companies can provide the kind of experience customers of all ages are seeking.
Matrix can help you build an omnichannel strategy that works for both your company and your customers. We have a full suite of customer-centric solutions, from e-solutions to direct mail. Our comprehensive offerings are designed to improve your business efficiencies and maximize your targeted growth. Contact us today to get started.
