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Generational Marketing – Marketing to a Single Generation

Dave Schaaf
Dave Schaaf

While some messages benefit from sending to multiple generations, there are also campaigns that are better fit for a single age group. Deciding to mail to a single generation may limit your audience, but it will also deliver your message to the group that is most receptive.

As your business grows, your audience may shift. Taking the time to learn about different generational marketing techniques will save you time and energy in the future.  By tailoring your message and mail piece, your message is more likely to resonate with your target audience.

Below are some characteristics of three generations. While these pattern-based traits may not hold true for each person, they can serve as a tool to help learn more about your audience.

Baby Boomers

Baby Boomers include those born between 1946 and 1964. This generation values self-assurance and a strong work ethic. When it comes to marketing, Baby Boomers appreciate a direct approach. They want to know the value of your services, so be sure to explain the benefits of your service or product. As many Baby Boomers are of retirement age, they may be looking to liquidate their assets to create a stress-free retirement. Because of this, Baby Boomers are a great option when mailing to an absentee owned property list.

Gen Xers

Generation X includes those born between 1965 to 1980. Gen Xers are often described as self-reliant and skeptical, as many face concerns about saving for retirement. To appeal to money-conscious Gen Xers, be sure to highlight any deals you have to offer. Gen Xers also value information, so use a clear message. Try mailing a typed letter for a formal, credible appearance.


Millennials include those born between the early 1980s and early 2000’s and grew up having many communication methods at their disposal. Try providing options to respond to your message, such as by phone, text, email, or through a website. This age group also relies on reviews, so try including testimonials in your mail piece.  Send a yellow letter in a hand addressed envelope to help your message stand out!

Test your mail piece and message to find the best fit for your audience. Learn more about our mail pieces and mailing list options to improve your campaign. To hear more about how you can send a generational marketing campaign, contact us today.

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