Why Millennials and Gen Z Are Driving Direct Mail's Strategic Comeback
How many times have you looked at your phone today? How many times have you checked TikTok? Scrolled through Instagram? Browsed Facebook and watched ads blend into an endless blur?
Here's the secret that too many of today’s marketers are missing: Millennials and Gen Z aren't just tolerating "snail mail"—they're genuinely excited about it. If you've been watching the industry long enough, you've seen the pendulum swing from the envelope-stuffed campaigns of the '80s to the email overload of the 2000s, and now back to the proven power of physical mail.
But this isn't just nostalgia driving results—it's smart strategy.
Digital natives, bombarded by predictable algorithms, are craving something authentic they can actually hold and experience. They're tired of cookie-cutter online ads that vanish with a swipe and are drawn more to physical mail that feels like a personalized surprise.
And If you’re wondering, this shift is deeply rooted in psychology: tangible materials create deeper emotional connections than any digital experience can match.
The Data Tells the Real Story
Make it stand out
Whatever it is, the way you tell your story online can make all the difference.
Let's address the biggest misconception about younger audiences: They're not screen-obsessed to the exclusion of everything else. The numbers prove it.
Data shows that 88% of Millennials take time to review their mail to avoid missing something valuable, and 80% actually look forward to checking their mailbox. That's better engagement than most digital channels deliver.
Gen Z is even more enthusiastic—63% report being more excited about direct mail than they were a year ago, and 91% have made purchases after receiving it.
“Millennials and Gen Z aren't just tolerating "snail mail"—they're genuinely excited about it.”
Compare that to email's disappointing 1% response rate while direct mail hits 9% for targeted campaigns. The reason? In an era where 33% of Millennials use ad blockers and privacy concerns run high, physical mail feels trustworthy. Research confirms that 59% find it more useful than email, and 58% worry less about privacy issues.
At J&C, after testing thousands of packages over four decades, this data confirms what we've always known works. Physical mail has staying power—it sits on kitchen counters, gets tucked into wallets, stuck to refrigerators—creating recall that digital simply can't match.
Neuromarketing studies back this up: tangible communications leave lasting impressions that get processed longer in the brain than their virtual counterparts.
What Works with Younger Audiences
Here's the strategic opportunity: These "digital natives" are actually fed up with the online advertising echo chamber. Endless targeted ads feel invasive and manipulative, while direct mail offers something refreshing—it's novel, personal, and real.
In our 40+ years in this business, we've learned that bold visuals and interactive elements turn passive recipients into active responders. Think scratch-off reveals that uncover exclusive discounts—they create that lottery ticket thrill. In the business, they’re called “involvement devices.”
Die-cut shapes demand attention. Personalized touches, like name-embossed coupons tailored to purchase history or variable data images featuring their specific interests, make 75% of Millennials feel special.
Gen Z craves uniqueness, and unique sizes, shapes, and deals deliver results, according to USPS research. Sustainability amplifies response too—eco-friendly materials align with their values and boost response rates by over 50%. Look at campaigns like the People's Postcode Lottery's recyclable packs that achieved a 57% uplift.
Real-World Success: Ulta Beauty's Smart Approach
Take Ulta Beauty's reactivation campaign—a perfect example of targeting 20-somethings effectively. They sent vibrant postcards with retro '90s mixtape-style graphics and personalized messaging: "We've missed you—activate your bonus points and glow up!"
The smart part? A QR code bridged physical to digital, leading to a custom shade finder tool with exclusive offers. The results went beyond reactivation—it went viral.
Recipients shared unboxing videos on TikTok and Instagram, turning direct mail into user-generated content. The campaign delivered 8-10x ROI in similar winback efforts, proving that strategic direct mail can spark organic digital buzz.
So, What’s Your Next Move?
This trend isn't going anywhere—it's a strategic goldmine for brands smart enough to act on it. Companies that ignore this opportunity risk fading into digital noise.
Here's what to do next:
Develop a direct mail campaign specifically designed for younger audiences. Start with data-driven personalization to create relevant offers, then add interactive elements like scratch-offs or QR codes that link back to your app or website.
Use variable data printing and test with a focused approach—maybe retro-styled postcards with sustainable materials, featuring offers that resonate with Gen Z like eco-products or exclusive drops.
Track your results against email benchmarks, and you'll see the difference. This physical-digital combination isn't just effective—it's the future of customer engagement.
Direct mail is back and Millennials/Gen Zs are leading the charge. Are you ready to capitalize on it?
Need Help Getting Started?
If you need help crafting a winning Millennials/Gen Z campaign — or any other direct marketing effort, let us know. Jacobs & Clevenger can help you use our proven techniques and tactics to help increase the performance of programs you’re already running or kick off a new one.
J&C has over 40 years of direct marketing experience and would be happy to learn more about your company and your goals.
Contact us today. That way we can give you an honest assessment of how we can work with you to achieve better results.
