Generations X and Y are just as likely to be reached by direct mail as their baby boomer parents, USPS business specialist George McHale told members of the Chicago Association of Direct Marketers yesterday.
Research commissioned by the USPS and due to be released fully later this year reveals that the members of both Gen-X (born between 1967 and 1976) and Gen-Y (born between 1978 and 1994) find the same kind of value their parents do in offers that come via their mailboxes, McHale said.
Overall, 95% of all American households collect, assess and sort their mail daily, while only 57% of households check e-mail weekly. U.S. households headed by someone under age 30 place a higher importance than the average on checking e-mail: 81% report doing so at least weekly. But those post-baby boom generations collect, assess and sort their mail at exactly the same 95% daily rate as the American average.
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