Direct Mail's Defining Year: Stability And Strength

"Recent research at our direct response marketing agency, conducted in partnership with a research firm, shows that direct mail continues to gain ground. We surveyed 350 B2B and B2C marketing strategy leaders across the United States to gather insights on direct mail usage. As part of this research, we found that 67% of marketers saw improved performance over the past year, with only 3% seeing declines-the best year-over-year outcome of any channel we measured."

"For years, marketers have been asking where stability lives. In 2025, with budgets under pressure, digital costs climbing and consumers showing signs of fatigue, the answer may surprise some: It's in the mailbox. According to ANA, direct mail's median return on investment is 112%, compared to 93% for paid search and 89% for display ads. That kind of performance tells us something important: Marketers are rediscovering that a tactile, data-driven medium can deliver both reach and accountability when other channels struggle to balance those forces."

"Executives want channels that can show clear, attributable outcomes. From arrival to conversion, direct mail's trackability has helped it rise to the top of that conversation. Between rising CPMs, algorithmic opacity and new privacy restrictions, digital performance growth has stalled in many categories. Mail offers a level of control and transparency that's hard to find elsewhere, and it's one of the few places left where a brand can command a consumer's full attention for more than a few seconds."

Direct mail is regaining traction as digital channels face rising costs, algorithmic opacity, and privacy constraints. A survey of 350 B2B and B2C marketing leaders found 67% of marketers reported improved direct mail performance while only 3% reported declines. Industry benchmarks show direct mail median ROI at 112%, outpacing paid search and display. Marketers value direct mail's tactile presence, measurable attribution from arrival to conversion, and the ability to command sustained consumer attention. Data-driven direct mail provides both reach and accountability, offering a stable, controllable channel when digital performance growth stalls.

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