In a world dominated by likes, swipes, and scrolls, it might sound counterintuitive—but young adults are drawn to direct mail and the tangible, personal connection it brings.
Gen Z (those born in the late 90s to early 2010s), the first fully digital-native generation, isn’t just glued to their screens. They’re actively engaging with marketing that shows up offline—especially in the form of tangible, thoughtfully designed mail.
Gen Z Is Paying Attention to Print
Raised in a digital world, this generation craves authenticity, tangibility, and real-world experiences that stand out from the constant scroll of online content. Direct mail delivers on all three.
And the numbers back it up:
Why It Works for Gen Z
Gen Z grew up digital, but that also means they’re used to being constantly advertised to—on every platform that they interact with. Digital fatigue is real. For brands seeking to cut through the noise, direct mail is emerging as a go-to tactic for meaningful and memorable engagement with this powerful audience. Direct mail works because…
It’s Personal
Gen Z craves personalization. A printed piece with their name, interests, or a handwritten note stands out more than another algorithm-driven ad.
It’s Tangible
Gen Z lives online—but loves what feels real. From vinyl records to print magazines, Gen Z finds value in what they can hold. Mail gives them that tactile moment that they crave.
It’s Authentic
Gen Z sees through the generic. What grabs them? Hyper-personalized mail—personal relevance, and with real value.
It’s Interactive
The best campaigns blend physical and digital. Think:
- QR codes that unlock exclusive content or offers
- AR features tied to packaging or postcards
- Personal URLs and discount codes just for them
- Sustainable materials with messaging that aligns with their values
Direct Mail Is a Key Touchpoint in the Gen Z Journey
Gen Z isn’t just reading mail—they’re tracking offers, scanning coupons, and comparing options across channels. They want brands to meet them where they are: online, in real life, and somewhere in between.
That’s why direct mail is most powerful when it works as part of a broader omnichannel strategy. You don’t have to choose between channels—you just need to connect them.
SPC Makes Direct Mail Click with Gen Z
Whether you want to connect with new college students, young professionals, or the trendsetting crowd, SPC helps you create, print, and deliver campaigns that feel designed for Gen Z—because they are.
From strategy and personalization to print and delivery, we help you stand out in a sea of digital noise. Let’s create something worth opening.
(Source: USPS Delivers, 2023), (Source: RRD Survey, 2024), (Source: Marketing Profs), (Source: SeQuel Response, 2024)
