• The results from our research were balanced to ensure an even distribution of all age ranges.
• When asked about the factors that made them read or open messages, Gen Z respondents were particularly likely to notice attractive designs/colors/images. Meanwhile, Millennials especially liked personalization.
• Direct mail and catalogs are effective contributors to purchasing decisions for all ages.

By Eve Padula

Introduction

Today’s consumers receive information through a wide range of channels, including e-mail, print, text/SMS, mobile apps, account portals, and in-app notifications. While digital channels are widely used, print continues to play an important role—especially for communications that need to be noticed, trusted, or retained. Recent research from Keypoint Intelligence also suggests that well-designed print, personalization, and clear visuals still stand out, and formats such as direct mail and catalogs remain influential in shaping decisions and reinforcing brand connection.

In late 2025, Keypoint Intelligence conducted its annual customer communications survey of consumers in the United States. A total of 1,480 responses were received, and all respondents were at least 18 years of age. Consumers’ behaviors and preferences will often vary based on age/generation, and this document takes a closer look at those differences. We segmented the adult generations as outlined in the Table below.

Table 1. The Adult Generations

Source: Keypoint Intelligence

This article provides a brief overview of consumers’ preferences and behaviors regarding transactional and direct mail. It also discusses how these preferences and behaviors vary by age/generation.

The Results

Nearly 1,500 consumers in the United States participated in our most recent survey. The results from our research were balanced to ensure an even distribution of all age ranges.

Figure 1. Age

N = 1,480 Total Respondents

Source: Customer Communications Consumer Survey; Keypoint Intelligence 2025

Our consumer respondents were asked to specify the factors that made them most likely to open or read a message of any type. Total respondents reported that they were most likely to read or open messages that came from a brand they trusted (65%) or included an offer or discount (51%). As shown in the Figure below, messages from trusted brands were especially favored by Boomers. Meanwhile, Gen Z respondents were particularly likely to notice attractive designs/colors/images and messages that simply arrived at the right time. Millennials really liked personalization, with over half of these respondents citing it as a factor that made them more likely to read a message.

Figure 2. Factors that Contribute to Reading Messages

Base: Total Respondents; Multiple Responses Permitted

Source: Customer Communications Consumer Survey; Keypoint Intelligence 2025

Among total respondents, the most commonly preferred messages included discounts/coupons and loyalty/rewards program updates. As was the case with the previous question, younger respondents cited a preference for personalized communications. Discounts and coupons were most strongly preferred by the oldest respondents.

Figure 3. Most Preferred Types of Advertising

Base: Total Respondents; Multiple Responses Permitted

Source: Customer Communications Consumer Survey; Keypoint Intelligence 2025

Even in a digital world, our research shows that printed communications still prompt some consumers to make purchases. In fact, 60% of total respondents had received a piece of direct mail or a catalog in the past 3 months that made them consider making a purchase. Although Millennials were the most likely group to consider a purchase, over half of respondents in all age groups had considered making a purchase. This means that direct mail and catalogs are effective contributors to purchasing decisions for all ages.

Figure 4. Considering Purchases Because of Direct Mail/Catalogs

Base: Total Respondents

Source: Customer Communications Consumer Survey; Keypoint Intelligence 2025

When respondents were asked about the features that made printed mail or catalogs memorable to them, the highest share cited the use of color/imagery (48%) or high-quality paper/printing (42%). By age, it should be noted that 57% of Gen Z respondents noticed the use of color or imagery. Millennials were particularly likely to appreciate high-quality paper or printing, and both Gen Zers and Millennials liked unique textures or finishes. Boomers in general were less likely to remember any features.

Figure 5. Memorable Features of Direct Mail

Base: Respondents who receive direct mail; Multiple Responses Permitted

Source: Customer Communications Consumer Survey; Keypoint Intelligence 2025

The Bottom Line

Although today’s consumers are surrounded by digital messages, print continues to play a meaningful and measurable role in customer communications. Across all age groups, trust, relevance, and visual appeal emerged as key drivers of engagement. Younger consumers showed a heightened sensitivity to personalization, design, and tactile features, while older generations were especially responsive to trusted brands and value-driven messaging. Importantly, more than half of respondents in every generation reported that direct mail or catalogs had recently influenced their purchasing considerations, reinforcing the fact that print remains a powerful complement to digital channels.

For organizations that are developing customer communication strategies, these findings highlight the importance of aligning channel choice and message design with generational preferences. Print is particularly well suited for communications that must stand out, convey credibility, and create a lasting impression—especially when enhanced through personalization, strong visual design, and high-quality production. Rather than treating print and digital as competing options, the most effective approaches will integrate both channels, using each where it performs best. By doing so, brands can create more cohesive, relevant, and impactful customer experiences across generations.

Eve Padula is a Senior Consultant for Keypoint Intelligence's Production Services with a focus on Business Development Strategies, Customer Communications, and Wide Format. She is responsible for creating, analyzing, and formatting many types of content, including forecasts, blogs, industry analyses, and research/multi-client studies. She also manages editing and client distribution for many types of deliverables.