Direct mail's most effective elements in the U.S. in 2021, by generation

In 2021, a survey among different generations in the United States outlined and compared the most effective elements in direct mail according to Baby boomers, Generation X and Generation Z (Zoomers). Deals came out on top of each generation's list, with respectively 89 percent of Baby boomers choosing it as most effective direct mail element, 76 percent of Generation X, and 72 of Generation Z. Interestingly, large text and thick material/paper were ranked higher among the younger respondents (with 31 and 34 percent respectively), compared to their older counterparts. Direct mail continues to be a relevant advertising format among all age groups.