The test you’re forgetting
🔢 The brief that was actually two briefs, Gen Z is shopping and searching in new places, and more!
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In this newsletter, you’ll find:
🔢 The Brief That Was Actually Two Briefs
🎮 Gen Z Is Shopping and Searching in New Places
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Together with Share Local Media
Direct Mail Didn’t Stop Working. Brands Stopped Testing It.
Direct mail still earns attention in a way digital rarely does anymore. The issue is not performance; it is commitment.
Most programs require long timelines, high minimums, and upfront decisions before brands ever see meaningful results. That hesitation keeps direct mail on the sidelines while acquisition costs rise everywhere else.
Shared Mail from Share Local Media offers a simpler entry. Your brand appears inside a premium shared envelope alongside other well-known names, putting you in front of millions at a fraction of the usual spend.
No long setup, no operational drag, and no big upfront commitment required. That is why Shared Mail has become an excellent entry point for brands curious about direct mail.
Here’s what brands are actually seeing:
Knix achieved sub-$20 CPAs and 7-9x ROAS on new customer acquisition with shared mail.
Primary hit a $45 blended CPA and strong response rates using SLM’s geo-targeted shared mail.
With nearly a billion mailings delivered over the past decade, SLM’s Shared Mail Program is a proven, measurable channel at an all-in cost as low as $0.06 per piece.
April Shared Mailings close on 3/2. Secure your spot now!
🎮 Gen Z Is Shopping and Searching in New Places
A new report from Adobe Express and research from the Retail Technology Show reveal shifting patterns. Roblox has moved into physical goods, hit 150M+ daily users, and is becoming a real commerce channel. Gen Z’s search habits are also moving toward AI, not TikTok.
The Breakdown:
1. Gen Z Stopped Favouring TikTok Over Google - The share of Gen Z who preferred TikTok over Google for search dropped from 8% to 4% since 2024. Usage is still there, but preference and loyalty are clearly cooling.
2. ChatGPT is a Bigger Threat to Google than TikTok Ever Was - 14% of consumers now prefer ChatGPT over Google for search, double that of TikTok. Unlike TikTok, this holds across every age group. Google still leads at 85%, but the shift is broad and steady.
3. Roblox is the fastest-growing Gen Z Commerce Channel - Gen Z averaged 20 purchases on Roblox last year, up 54% YoY. TikTok grew just 10%. The shift into physical goods is what’s turning Roblox from a gaming platform into a buying destination.
4. TikTok Leads on Volume, but Momentum Is Fading - TikTok still tops Gen Z order volume at 23 avg purchases. But growth is stalling, and converting engagement into sales remains the biggest challenge, with 38% of business owners saying they still can’t crack it.
Don’t wait for Roblox to become mainstream; test it now if your buyers are under 25. Shift part of your search strategy toward AI visibility on tools like ChatGPT. And rethink heavy TikTok allocation when both growth and business confidence are clearly cooling elsewhere.
🔥 The Behind-the-Scenes Performance Fixes That Turn Clicks Into Conversions
March 10–11 | Virtual Event
Marketers lose money every day from slow first loads and never see the real cause. At Cloudways Bootcamp, experts will tear down real production sites live and show you exactly what’s killing conversion rate before your offer even appears. If you’re buying traffic, this is the intel you never get.
🔥 The Creative Playbooks Top Brands Use But Never Publish
Starts March 17 | Tuesdays at 1 PM EST | Virtual Bootcamp
Every brand you admire is running a structured, repeatable creative system behind the scenes, and most marketers never see it. Motion’s free 8-week Creative Strategy Bootcamp pulls back the curtain: real hooks broken down, real angles dissected, real testing cycles mapped out. If you’ve ever wondered how the top 1% consistently produce winners, this is the first time those systems are being taught live.
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