How Do They Feel About Print? They like the tangible • 46% keep promotional mail pieces for future reference. • 84% use a physical method (like a circular or postcard) to follow promotions. They check for mail • 86% check their mailbox daily. • About 72% still receive paper copies of their bills and bank statements. • 70% of this generation uses coupons on direct mail pieces. They straddle the digital divide • An omnichannel marketing strategy that combines digital marketing with traditional methods (like direct mail, print ads, and events) can be highly e ective. • Make sure you provide a seamless and consistent brand experience across all platforms. They appreciate authenticity • 85% of Gen X say authenticity is important when deciding what brands they like and support. • Gen X’s famed skepticism translates to a real dislike of shallow brand promises. • They value reviews, testimonials, and word-of-mouth recommendations – made even more credible with print. 5 Tips for Marketing to Gen X: 1. Employ an omnichannel approach that integrates online and o ine channels, including email, social media, and direct mail. 2. O er loyalty programs or incentives that reward continued business, as Gen X appreciates feeling valued by brands they patronize. 3. Use data analytics to understand individual preferences and tailor your marketing messages accordingly. 4. Showcase how products or services can help achieve a better work-life balance, saving time, reducing stress, or providing convenience for family-related responsibilities. 5. Transparency is key, so provide detailed product information, honest advertising and customer reviews or testimonials in your marketing. Sources: Print Response with Direct Mail (Pel Hughes) | Forbes | Direct Response Media Group | US Department of Labor | PR Daily
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