Meeting Gen Z Expectations: Why Physical Mail is Losing Relevance

Helena Cimber, Product Director at e-Boks, explores the key differences between younger and older generations and how digital solutions, such as the e-Boks app, help bridge the communication gap.

The Unique Traits of Digital-First Users

Younger generations, Gen Z in particular, are exhibiting distinct traits that set them apart from older generations when it comes to their approach to communication: 

Heightened Security Awareness

"Young users are far more tech-savvy than their parents or older siblings, with an increased awareness of the potential risks in digital spaces," notes Cimber. With the rise of well-crafted phishing scams, trust in traditional emails has plummeted, making Gen Z and Millennials much less likely to open unfamiliar emails and links. 

Changing Expectations

Gen Z has drastically different expectations when it comes to receiving information, even compared to the highly digitized Millennials. Instant gratification is their default, expecting to access information anytime, anywhere – an expectation that physical mail simply cannot meet.  

Sustainability Appreciation

Sustainability plays a critical role in shaping the behaviors of younger users. "With environmental concerns at the forefront, they're more inclined to choose digital solutions over paper-based ones – requiring a reliable digital alternative," Cimber explains. 

How Can e-Boks Help? 

For businesses seeking to engage younger, digital-first audiences, e-Boks provides an ideal solution to ensure that critical messages are not only received but acted upon. With its mobile app, users receive important communications instantly, anytime, and anywhere - perfectly aligned with the requirement for speed and convenience. 

"Unlike traditional email, where important messages often get buried in spam, the e-Boks app delivers push notifications for important documents, ensuring that nothing gets overlooked," Cimber clarifies. 

One key advantage of e-Boks is that it’s solely dedicated to official, must-read communications. Whether it’s invoices, contracts, or personal documents, senders use e-Boks only for critical messages, resulting in zero distractions from sales promotions or irrelevant content. 

Finally, e-Boks allows users to act directly on the messages they receive - whether it's paying bills, signing contracts, or booking appointments - all within the app itself.  

"This seamless, efficient process is a major plus for younger generations who demand quick and easy ways to manage their tasks," Cimber concludes. 

This interview was originally published on CXToday by author Linoy Doron.