Designing Postcards That Work for Different Generations

Generational marketing targets a specific age group. Multi-generational marketing speaks to multiple groups within your customer base. Postcards help bridge the gap when they're designed with each group's preferences and needs in mind.

The one need all generations share is a need for connection. That's why postcards are so effective at branding across generations. They connect customers to your brand with a personalized offer instead of a stuffy sales pitch.

What Are the Four Types of Generations?

The best place to start with generational marketing is by defining what a generation is. It's a group of people categorized by the year of their birth.

According to Statista, the population distribution in the United States amongst the four main types is relatively even.

Approximately 19.6% are Baby Boomers born between 1946 and 1964. Around 19.27% are Generation X, born from 1965 to 1980.

Approximately 21.81% are Millennials, born between 1981 and 2000. Around 20.8% are Generation Z, born from 2001 to 2020.

When your potential customer base is this evenly split, you need generational marketing to reach them all.

What Is Generational Marketing?

Generational marketing tries to engage specific generations. It does so based on their:

• Values
• Preferences
• Needs
• Behaviors

This can be an effective strategy. It helps you resonate more deeply with your target audience because your marketing materials are more personalized.

Age-based targeted advertising techniques also don't have to be complicated. Make text larger on postcards for boomers. Use more eye-popping images on postcards for Generation Z.

Marketing Strategies By Age

Postcard marketing works across generations. They feel more personalized and tangible than most other marketing efforts. This can lead to better response rates.

You can use them to engage multiple generations once you understand generational consumer behavior. A postcard may only work for one generation due to differences in preferences and values.

Boomers 

Boomers need postcards to stand out more because they make them easier to read. This means:

• Larger fonts
• High contrast
• Evident white space

Avoid trendy typography or low-contrast colors that are hard to read. Make the postcard's purpose clear and emphasize the product or service you offer.

Generation X

Readability remains important for Generation X. Use balanced layouts and legible fonts.

The most important element in postcard marketing for this generation is the offer the postcard provides. Examples include:

• Discounts
• Buy one, get one
• Seasonal offers

Using trust signals and social proof, such as positive reviews. It helps convince them to take the next step. Have a clear call to action telling them what that step should be.

Mixing offline and online elements, such as using a QR code they can scan to go to your website, also works well.

Millennials

Millennials prefer clean and modern design. Clear offers and next steps remain important, and social proof is critical.

They expect omnichannel connectivity. You can use the postcard to connect to any digital channel you have, whether it's your website or social media. The key is that your branding messages remain consistent.

Generation Z

The assumption that the youngest generation is so tech-obsessed that they'll only respond to digital advertising is only a myth. According to ElectroIQ real estate marketing data, approximately63% of Gen Z consumers said they enjoy getting mail. They also appreciate the personal touch of a postcard.

That makes them a ripe segment to tailor. The key is to personalize it to their preferences.

They prefer bolder colors and more experimental design. They may also prefer a glossy finish.

Use the text on the postcard to highlight your values. Offer interactivity on the postcards. Include your social media handle or a QR code.

Engaging Multi-Generational Audiences

Engaging multi-generational audiences with postcards doesn't mean changing offers for each generation. The important thing is to tailor how they're presented. 

Focus on accessibility, which starts with proper postcard design.

It should be readable for every generation. Use strong imagery and simple, readable text. Create a clear hierarchy of high-contrast text. Use headlines to highlight benefits.

Include one clear call to action. It can be worded differently for different generations, but don't go with more than one on the same postcard. Otherwise, customers can get confused about what they're meant to do next.

Using templates can make the process easier. You can enter information to fit different age groups without losing brand identity.

How to Measure Campaigns

Successful postcard mailing campaigns require careful monitoring. 

Split your client lists by age. It's easier to test one age group at a time.

Test important design variables like:

• Imagery
• Tone
• Headline
• Call to action

These help you determine the best designs for your campaign and each generation.

You should also keep an eye on the success of the campaign as a whole. Track important metrics such as:

• Response rate
• Redemption method
• Customers' next steps

Look for any differences in age groups during each campaign. It'll help you refine your marketing strategies by age in the future.

Frequently Asked Questions

What Is An Example of Multi-Generational Marketing?

There are several successful multi-generational marketing campaignsthat managed to speak to every age group. They focus on universal values like trust and connection. They also presented them in ways that all generations can respond to.

Coca-Cola's Share a Coke campaign put names on Coke bottles. This personalization lets younger generations express themselves and older generations connect.

Duolingo makes a gamified app that anyone can use. It also markets itself with memes on social media, where younger generations already are.

What Will Gen 2025 Be Called?

Generation Alpha, those born between 2013 and 2023, makes up approximately 13.85% of Americans. It ends in 2025. That will lead to what the World Economic Forum refers to as Generation Beta, which will last until 2039.

What should you do if you want to see what preferences Generations Alpha and Beta have? If you cater to them, look at recent trends and do thorough testing to see what they respond to.

Start Creating Postcards for Multi-Generational Marketing Today

Generational marketing focuses on the age group of your potential customers. Postcard campaigns are a helpful way to reach all of them with personalized designs.

Taradel is a team of marketing experts. We'll be your most loyal ally along the marketing journey. We can help you reach customers of any generation and achieve even the loftiest business goals.

Plan your next campaign with us today.