AMiable Solution #71: Marketing to Generation Xers

Are you targeting Generation Xers, those sandwiched between the Baby Boomers generation and the Millennials generation?  Direct mail may be your best option for reaching them.

                         

According to a brochure issued by the U.S. Postal Service (USPS), “Gen X, Gen Y, and the Mail,” Generation Xers have a great appreciation for mail but for different reasons than older generations.

Unlike Baby Boomers, who grew up using mail for personal letters and other correspondence, Generation Xers use mail largely in terms of commercial opportunities. A study conducted for the USPS showed that 86% of Generation Xers bring in the mail the day it’s delivered, 75% think the mail they get brings value, and 74% read advertising mail.

How can you make sure you’re making the most of your direct mail opportunity to Generation Xers?  Jay Ehret, founder of The Marketing Spot, a marketing education and resource center for entrepreneurs and small business owners, suggests making a very clear and honest offer, preferably with a money-back guarantee.  Generation Xers don’t like to be told what to do, so he suggests giving them facts and letting them make the decisions for themselves.

Ehret also says Generation Xers are more diverse than previous generations in terms of race, class, religion, ethnicity, and sexual orientation and suggests celebrating that diversity in your marketing.

Finally, since Generation Xers tend to be less traditional than other generations, your efforts can be more personal.  Ask for feedback and share information with them regularly.  Use an informal communication style instead of slick marketing pitches.  And utilize recommendations from their peers.