· Offer. Many consumers need a reason to buy, especially Gen Xers who are normally skeptical. Your offer should provide some benefit to the buyer as well as provide some level of comfort in moving forward with a purchase. This can be in the form of a satisfaction guarantee or something similar. One great technique is to place your offer on the outside of the envelope that contains your marketing materials. This can help to differentiate your mail and get your envelope opened by prospects.

· Message. Your message needs to resonate with prospective buyers. Do you understand their needs? Have you communicated benefits as well as features? Are you solving a problem for them? Have you provided a simple, yet compelling message? Many direct marketers talk about the “long” letter versus the “short” letter. There are a number of studies that validate the use of both long a short letters in a direct marketing pieces. As long as your message resonates with buyers, it doesn’t matter how long it is. Be sure to test your messages on an ongoing basis.

If you’re marketing to either Generation X, Y, or both, use direct mail in your marketing mix. Individuals in these groups respond to direct mail. Keep in mind however, that a direct marketing piece should be supplemented with other forms of marketing – Internet marketing, search engine optimization, advertising, etc. Direct mail is your key to success with Generations X and Y when used as the main vehicle of your marketing campaign.

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