Does Direct Mail Work for Gen Z and Millennials? What the Research Says
Yes, direct mail works for younger consumers. According to Lob's 2025 State of Direct Mail: Consumer Insights report, 85% of Gen Z and Millennials engage with direct mail, and 67% have made a purchase or signed up for a service as a result of receiving it.
For marketers who primarily focus on digital channels, those numbers might come as a surprise.
But they point to an interesting opportunity: reaching younger audiences in a place where they aren't competing with another notification, email, or social media ad.
Do younger consumers actually read direct mail?
Yes, and they're not the only ones paying attention.
Lob reports that 84% of consumers read direct mail immediately or the same day they receive it, up from 70% the previous year.
In a world of crowded inboxes and endless scrolling, physical mail offers a different opportunity to get noticed.
But attention alone doesn't guarantee results.
What makes direct mail effective?
Relevance and personalization.
According to the same research, 67% of consumers said some form of personalization prompted them to take action.
That doesn't necessarily mean simply adding someone's name to a postcard.
It might mean featuring a product they're already interested in, tailoring an offer to previous purchasing behavior, or delivering information specific to their location.
With variable data printing, marketers can customize messaging, imagery, and offers within a single mailing campaign.
The goal isn't necessarily to send more mail. It's to send mail that matters.
Should direct mail replace digital marketing?
No. Direct mail is often most useful as part of a broader marketing strategy.
A printed piece can introduce an offer, reinforce a message, or direct consumers to a website using a QR code or personalized URL.
For marketers trying to reach younger audiences, combining physical and digital communication creates more opportunities to connect.
The takeaway
Direct mail isn't just for older generations. Younger consumers are engaging with it, and relevant, targeted campaigns can help turn that attention into action.
At EM Printing, we help organizations produce targeted direct mail campaigns, from personalized postcards and promotional mailings to recurring customer communications.
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