Generation Z – typically defined as those born between 1995 and 2010, are rapidly becoming one of the UK’s most influential consumer groups. As they graduate, enter the workforce and increase their spending power, brands across all sectors are competing for their attention.
Globally, Gen Z represents over £113 billion in annual spending power and accounts for nearly 40% of consumers. But here’s the challenge: they’ve grown up in a digital-first world.
They’re used to:
Constant online advertising
Social media messaging
Email marketing overload
Algorithm-driven content
And as a result? They’re experts at tuning it out.
For UK brands looking to genuinely connect with younger consumers, this means one thing: digital alone isn’t enough.
The Myth of “Digital-Only” Gen Z
There’s a common misconception that Gen Z only engages online. In reality, research shows the opposite.
In an always-on environment, Gen Z increasingly values:
Offline experiences
Slower, more intentional communication
Tangible products
Authentic brand interactions
Studies show:
65% of Gen Z prefer shopping in-store
Over half actively try to reduce screen time
88% prefer a blend of physical and digital communications
45% of 15–24 year olds trust content delivered via physical mail
Even more interestingly:
42% have searched for a brand online after receiving direct mail
84% have scanned a QR code from direct mail
This data highlights a key opportunity for UK businesses: integrated direct mail campaigns can cut through digital fatigue and drive measurable online engagement.
Why Direct Mail Works So Well for Gen Z
1. It Stands Out
Gen Z has grown up with fewer physical letters coming through the door. Bills, statements and greetings are increasingly digital.
That means when a well-designed, personalised piece of mail lands on the doormat, it feels:
Unexpected
Premium
Personal
Memorable
In a crowded digital landscape, physical mail creates breathing space.
2. It Feels More Authentic
Authenticity matters deeply to Gen Z consumers. They can quickly spot generic, mass-produced marketing.
Direct mail, when personalised properly, feels intentional rather than intrusive.
Using CRM data, brands can tailor:
Offers based on past purchases
Personalised URLs (PURLs)
Unique discount codes
Imagery aligned to interests
Messaging based on behaviour
With variable data printing, each mail piece can feel genuinely one-to-one, not mass marketing.
3. Sustainability Matters, And Mail Can Deliver
Sustainability is non-negotiable for younger audiences.
Research shows:
62% of Gen Z prefer buying from sustainable brands
73% are willing to pay more for sustainable products
When using direct mail, it’s essential to demonstrate environmental responsibility by:
Using FSC® certified paper
Choosing recyclable materials
Avoiding unnecessary plastic
Working with environmentally conscious suppliers
Done correctly, direct mail can reinforce your brand’s sustainability credentials rather than undermine them.
How to Integrate Direct Mail Into a Gen Z Marketing Strategy
Direct mail works best when it doesn’t work alone.
The most successful UK campaigns use physical mail to spark interest, and digital channels to continue the journey.
Effective campaign flow:
Direct Mail → QR Code → Personalised Landing Page → Social Retargeting → Email Follow-Up
This blended approach allows brands to:
Track engagement
Measure conversions
Retarget interested recipients
Build longer-term customer relationships
QR codes, in particular, are powerful with Gen Z. With 84% having scanned a code from mail, this creates a seamless bridge between offline and online experiences.
How to Design Direct Mail That Appeals to Gen Z
1. Make It Visually Bold
Your mailer has seconds to grab attention.
Consider:
Creative envelope designs
Unusual folds
Tactile finishes
Tab-sealed “naked” mailers
Strong typography and minimal copy
The physical experience matters, opening, tearing, unfolding. It adds anticipation and engagement.
2. Keep Copy Short and Impactful
Gen Z prefers clarity over corporate language.
Your messaging should be:
Concise
Honest
Direct
Visually broken up
Focused on benefits
Avoid overloading the piece. Let design and simplicity do the heavy lifting.
3. Include a Clear, Immediate Call to Action
Don’t make them guess the next step.
Examples:
“Scan to unlock 20% off”
“Tap into your personalised offer”
“Join the drop before it sells out”
Urgency and exclusivity work particularly well.
4. Test and Optimise
Start small.
Use A/B testing to trial:
Different formats
Envelope vs naked mailers
Messaging tone
QR code placement
Offer types
Track results carefully and scale what works.
Cost, Print and Fulfilment Considerations
To achieve strong ROI from Gen Z direct mail campaigns, execution matters.
Key considerations include:
Envelope vs naked mailer formats
Paper weight and size (affects postage costs)
Machine enclosing vs hand fulfilment
Lead times for custom shapes
Bulk postage discounts
For standard campaigns, machine enclosing offers speed and cost efficiency. However, more creative formats may require hand fulfilment, which increases production time and cost.
Balancing impact with postage efficiency is critical for profitability.
Why Work With a Specialist Mailing Partner?
Running an effective Gen Z direct mail campaign isn’t just about design, it’s about precision in print, fulfilment and distribution.
A full-service mailing house can help you:
Select the most cost-effective formats
Source sustainable materials
Optimise postage rates
Manage data securely
Scale campaigns quickly
Integrate tracking with digital channels
With the right partner, direct mail becomes a measurable, performance-driven channel — not just a branding exercise.
Making Gen Z Direct Mail Work for Your Brand
Direct mail is one of the most underutilised tools for reaching younger UK consumers.
When campaigns are:
Authentic
Personalised
Sustainable
Digitally integrated
Strategically executed
They cut through digital noise and create meaningful engagement.
Gen Z doesn’t want more ads.
They want brands that feel real.
And sometimes, the most powerful way to do that is to step away from the screen.
Ready to Reach Gen Z More Effectively?
At Mailings Direct, we specialise in helping UK businesses design, print and deliver direct mail campaigns that resonate with modern audiences.
From creative formats and sustainable materials to fulfilment and postage optimisation, we manage every stage of the process — ensuring your campaign is eye-catching, efficient and results-driven.
Get in touch today to discuss how direct mail can elevate your Gen Z marketing strategy.