what gen x and baby boomer look for in communication

Generational business documents series: Gen X and baby boomers

The bulk of the current consumer base is comprised of members of two generations: baby boomers and Gen Xers. These two groups wield enormous power in the commerce market, so it is essential that companies know how to properly engage, retain and market to them. Unsurprisingly, direct mail and personalized documents play an integral role in this pursuit.

In our last post we explored the many reasons it is important to tailor documents to younger consumers, and today we will take the same approach to these two generations.

Here are some reasons why using custom printing to improve your engagement efforts with baby boomers and Gen Xers can have a huge impact on your company’s success.

The mail perspective

While targeted direct mail remains an important way to reach millennials, there is no denying that slightly older consumers are an even more fruitful market. A 2005 study by the U.S. Postal Service showed that 74 percent of Gen Xers actively read mailed promotions and more than two-thirds have made a purchase using materials or special offers they received in the mail.

Moreover, many of the consumers in this demographic are less apt to check their email than younger customers, and even when they do, they are often wary of the messages they receive.

For baby boomers, these distinctions are even clearer. According to a recent study from eMarketer, a whopping 80 percent of baby boomers choose direct mail as their preferred choice for business interactions. This is a significantly higher total than email, and larger than Facebook, texts, apps, telephone, Twitter and LinkedIn combined.

Transactional documents

Marketing materials are one thing, but evidence suggests that customizing transactional documents like bills and invoices for these demographics may be even more important. According to the Marketing Spot, members of both of these generations still value the mail and are more likely to view documents they receive there as valuable. In general, these consumers are skeptical, savvy and value personalized transaction documents. The source recommends creating materials that value their individuality, offer specific value to them and celebrate their diversity.

Tailor your message

How can you achieve these goals? One of the most effective ways is to use variable data printing to ensure that all of the documents you send to baby boomers and Gen Xers – both promotional and transactional – are carefully tailored to their preferences. Because they inherently trust mailed documents more than they do emailed ones, it is important that you take advantage of this opportunity and provide business documents that are accurate, informational and totally customized.

Call Objectif Lune today to learn about how our vdp options can enable you to engage this large segment of your consumer base! Check in for our next post about how you can use custom business documents to reach your older customers!

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