- 79% of executives rank direct mail as the top-performing marketing channel, a slight decrease from 2024.
(Source: Lob/Comperemedia, The State of Direct Mail 2025)
- 88% of marketers say personalized direct mail improves response rates.
(Source: Lob/Comperemedia, The State of Direct Mail 2025)
- 64% of marketing executives agree that you cannot execute direct mail campaigns without the support of AI and/or automation.
(Source: Lob/Comperemedia, The State of Direct Mail 2025)
- 80% of healthcare companies integrate direct mail with email.
(Source: Lob/Comperemedia, The State of Direct Mail 2025)
- 45% of consumers say seeing an ad in both print and online captures their attention.
(Source: Vericast, This Direct Mail Moment, 2022)
- 70% of consumers say direct mail is more personal than online interaction.
(Source: Gitnux Blog, Direct Mail Industry 2023, Trends and Statistics)
- 63% of consumers who responded to direct mail in the past 3 months made a purchase.
(Source: Poor Richard's Press, Direct Mail Marketing, 2023)
- 54% of Millennials find ads in the mail more personal than digital ads.
(Source: Vericast, A Direct Mail Study, January 2024)
- 50% of people use direct mail ads to research and plan purchases because they provide more information.
(Source: Vericast, A Direct Mail Study, January 2024)
- 64% of people say direct mail is easy to use to compare products, services, or stores.
(Source: Vericast, A Direct Mail Study, January 2024)
- 75% of people agree that direct mail makes them aware of a product.
(Source: Vericast, A Direct Mail Study, January 2024)
- 60% of people say direct mail is easy to remember when ready to make a purchase.
(Source: Vericast, A Direct Mail Study, January 2024)
- 47% of people believe direct mail gives the impression that the advertiser is more genuine.
(Source: Vericast, A Direct Mail Study, January 2024)
- 48% of people spend at least one minute or more reading a direct mail ad.
(Source: Vericast, A Direct Mail Study, January 2024)
- 36% of people make impulse purchases based on direct mail.
(Source: Vericast, A Direct Mail Study, January 2024)
- 49% of people look forward to mail from advertisers that deliver on a planned frequency.
(Source: Vericast, A Direct Mail Study, January 2024)
- 42% of consumers visit the website listed on the direct mail piece.
(Source: Sequel Response, The 2024 Direct Mail Marketing Benchmark Report)
- 67% of consumers enjoy receiving direct mail advertising.
(Source: Sequel Response, The 2024 Direct Mail Marketing Benchmark Report)
- 67% of consumers agree that direct mail is not an overwhelming form of advertising.
(Source: Sequel Response, What Consumers Want: The Do's and Don'ts of Direct Mail, 2024)
- 20% of consumers find direct mail as the most enjoyable type of ad.
(Source: Sequel Response, What Consumers Want: The Do's and Don'ts of Direct Mail, 2024)
- 72% of adults 25+ engage with direct mail each week.
(Source: Sequel Response, What Consumers Want: The Do's and Don'ts of Direct Mail, 2024)
- 17% of adults 25+ engage with direct mail each month.
(Source: Sequel Response, What Consumers Want: The Do's and Don'ts of Direct Mail, 2024)
- 12% of adults 25+ don't engage with direct mail ads.
(Source: Sequel Response, What Consumers Want: The Do's and Don'ts of Direct Mail, 2024)
- 35% of consumers aged 25-44 are engaging with direct mail each day.
(Source: Sequel Response, What Consumers Want: The Do's and Don'ts of Direct Mail, 2024)
- 33% of consumers believe that direct mail ads are the most influential type of ad.
(Source: Sequel Response, What Consumers Want: The Do's and Don'ts of Direct Mail, 2024)
- 25% of consumers have purchased what was advertised in a relevant piece of direct mail in the past 6-12 months.
(Source: Sequel Response, What Consumers Want: The Do's and Don'ts of Direct Mail, 2024)
- 52% of adults say they expect direct mail they receive from brands to be personalized to them in some way.
(Source: Lob/Comperemedia, The State of Direct Mail 2024 Consumer Insights)
- Top advantages of Direct Mail channel:
- Quality audience targeting data - 38%
- Easy to track attribution and performance - 35%
- Ability to integrate with digital campaigns - 35%
- Flexibility with creative and format - 35%
- Mail volume and budget flexibility - 34%
- It's scalable in ways other channels are not - 31%
- Personalization/customization options - 30%
- Physical, tangible media - 30%
- Affordable - 29%
(Source: Sequel Response, The 2024 Direct Mail Marketing Benchmark Report)
- Percentage of spend in the Direct Mail channel:
- Customer acquisition - 44%
- Lead marketing - 27%
- Winback - 29%
(Source: Sequel Response, The 2024 Direct Mail Marketing Benchmark Report)
- Average cost per direct mail acquisition:
- Less than $50 - 8%
- $50-$75 - 11%
- $75-$99 - 16%
- $100-$149 - 31%
- $150-$249 - 28%
- $250-$499 - 5%
(Source: Sequel Response, The 2024 Direct Mail Marketing Benchmark Report)
- Channels that are integrated with direct mail campaigns:
- Email - 71%
- Paid digital marketing - 58%
- Social media marketing - 57%
- SMS/MMS - 56%
- Display advertising - 46%
- National TV or streaming services - 43%
(Source: Lob/Comperemedia, The State of Direct Mail 2025)
- 60% of adults state that a direct mail piece has inspired action.
- 55% of those ages 18-34 state that a direct mail piece has inspired action.
- 60% of those ages 35-54 state that a direct mail piece has inspired action.
- 63% of those ages 55+ state that a direct mail piece has inspired action.
(Source: Lob/Comperemedia, The State of Direct Mail 2024 Consumer Insights)
- Direct mail formats consumers are most likely to read...:
- Catalogs/Magazines - 39%
- Letters & envelopes - 21%
- Brochures (Pamphlet/booklet) - 20%
- Postcards - 19%
- Other - 2%
(Source: Lob/Comperemedia, The State of Direct Mail 2024 Consumer Insights)
- How organizations integrate direct mail with digital channels:
- Using direct mail to drive traffic to digital assets - 59%
- Using direct mail to reactivate dormant digital leads - 53%
- Sending direct mail follow-ups to website visitors - 49%
- Retargeting based on direct mail engagement - 49%
- Personalized PURLs or QR codes in direct mail leading to digital experiences - 46%
- Coordinated messaging across direct mail and digital - 45%
- Triggering digital campaigns based on direct mail responses - 43%
(Source: Lob/Comperemedia, The State of Direct Mail 2025)
- Direct mail targeting strategies used in campaigns:
- Geographic targeting - 58%
- Interest-based targeting - 57%
- Demographic targeting - 56%
- Behavioral targeting - 51%
- Loyalty program segmentation - 49%
- Lapsed customer re-engagement - 36%
- Lookalike or modeled audiences - 30%
(Source: Lob/Comperemedia, The State of Direct Mail 2025)
- Types of direct mail that is the most appealing:
- Images of an item/brand/service I have previously purchased - 38%
- Images that include an event or location that is local to me - 36%
- Images of food - 34%
- Images of an item/brand/service I have viewed online - 30%
- Images of an item/brand/service I have seen in other advertisements or communications previously - 29%
- Images of animals - 24%
- Images that include people in general - 17%
- Images that include families - 16%
- Images that include people that look like me - 14%
- Direct mail pieces without images are most appealing to me - 11%
- Other - 5%
(Source: Lob/Comperemedia, The State of Direct Mail 2024 Consumer Insights)
- Respondents that like to receive direct mail from brands they don't know, by age demographic:
- Ages 18-34 - 24%
- Ages 35-54 - 38%
- Ages 55+ - 59%
(Source: Lob/Comperemedia, The State of Direct Mail 2024 Consumer Insights)
- How frequent adults receive direct mail from brands:
- Too frequent - 23%
- Right amount - 60%
- Not frequent amount - 16%
(Source: Lob/Comperemedia, The State of Direct Mail 2024 Consumer Insights)
- How often direct mail budgets changed over the years:
- Significantly increased - 32%
- Somewhat increased - 50%
- Stayed the same - 16%
- Somewhat or significantly decreased - 3%
(Source: Lob/Comperemedia, The State of Direct Mail 2024 Marketing)
- Consumers have an emotional connection with direct mail ads:
- 88% save print ads to refer back to later.
- 58% find direct mail trustworthy.
- 54% enjoy reading and looking through mailed advertising.
- 53% look forward to receiving direct mail ads.
(Source: 2024 Vericast Direct Mail Influence Study)
- Direct mail experience at any company:
- Less than 5 years - 46%
- 5-10 years - 34%
- 10+ years - 20%
(Source: Lob/Comperemedia, The State of Direct Mail 2024 Marketing)
- How marketers use customer data in direct mail:
- Personalization of mail pieces - 68%
- Optimize future campaigns based on past performance data - 64%
- Trigger mail based on behavior or action - 56%
- Track customer conversion - 35%
(Source: Lob/Comperemedia, The State of Direct Mail 2024 Marketing)
- Data sources directed with direct mail:
- Marketing automation platform - 72%
- Customer Relationship Management (CRM) - 69%
- Customer Data Platform - 68%
- Third-party data - 13%
(Source: Lob/Comperemedia, The State of Direct Mail 2024 Marketing)
- Personalized components of direct mail:
- Format of direct mail - 62%
- Text/copy within piece - 64%
- Text/copy on the envelope - 58%
- Offers/coupon - 56%
- Imagery - 33%
(Source: Lob/Comperemedia, The State of Direct Mail 2024 Marketing)
- Consumers want more messages and offers that:
- Help them save money - 49%
- Reward them to their loyalty - 42%
- Save time or make life easier - 40%
(Source: Vericast Awareness-to-Action Study, September 2022)
- Average number of direct mail pieces sent by company, by industry:
- Across all industries - 67.3M
- Financial services - 69M
- Insurance - 51.2M
- Healthcare - 44.8M
- All other - 90M
(Source: Lob/Comperemedia, The State of Direct Mail 2025)
40% of consumers sometimes share direct mail with friends and family.
71% of consumers immediately read direct mail immediately or read it the day they bring into their home.
- 58% of consumers keep their direct mail pieces for a maximum of two days
(Source: Lob/Comperemedia, 2023 State of Direct Mail)
The top data challenges marketers have with direct mail:
Limited address for key targets - 52%
Outdated data - 47%
Limited behavioral data fields - 43%
Unverified data - 39%
Lack of lookalike data - 36%
Duplications - 33%
Null fields - 28%
No challenges - 8%
(Source: Lob/Comperemedia, The State of Direct Mail 2025)
Direct Mail Attitudes:
- I expect direct mail I receive from brands will be personalized for me in some way - 55%
- I became concerned about my personal privacy and security when I receive direct mail from brands I do not know - 51%
- I prefer brands to only interact with me digitally because it is more sustainable than sending direct mail - 48%
- Direct mail is an important way for brands to build relationships with me - 48%
- Receiving direct mail from a brand feels more important than receiving an email from a brand - 47%
- I am often introduced to new brands via direct mail - 47%
- It is important to me that brands interact with me beyond the digital space - 45%
- Receiving direct mail from a brand feels special - 41%
- I prefer that brands reach out to me via direct mail - 37%
- I feel overwhelmed by the amount of direct mail I receive from brands on a daily basis - 36%
(Source: Lob/Comperemedia, The State of Direct Mail 2023)
71% of consumers regularly read or look at direct mail ads, especially baby boomers, parents, millennial parents, and affluent households.
66% say direct mail ads make them aware of neighborhood stores, restaurants, and services
(Source: Vericast Awareness-to-Action Study, January 2023)
42% of surveyed customers said receiving direct mail ads encouraged them to go online for more info about the brand..
(Source: Vericast Awareness-to-Action Study, September 2022)
74% of consumers said that they can be swayed by advertised promotions & sales
71% of consumers ranked saving the most money by “using coupons and discounts” as the second most important thing when going grocery shopping.
Affluent consumers love coupons and enjoy using them.
79% of affluent consumers use coupons when planning their shopping.
79% of affluent consumers think it’s exciting to discover a coupon or discount on a product they were already thinking of buying
64% of affluent consumers state that a coupon or discount helps to speed up their purchase decision
(Source: 2021 Valassis Consumer Intel Report)
|
