In a world drowning in digital notifications, a recently published report sheds light on a refreshing truth: direct mail is experiencing a resurgence, especially with younger generations. Based on a survey of 2,000 U.S. adults, the report highlights the growing consumer fatigue with overwhelming digital messaging and the renewed appreciation for tangible, personalized mail. Interestingly, 85% of Gen Z and Millennials engage with direct mail, with a significant portion taking action, demonstrating that physical mail can cut through the noise and drive tangible results. This signals a key opportunity for brands to leverage direct mail as a powerful channel for building trust and authentic connections with consumers.
The report’s findings paint a clear picture of why direct mail resonates with consumers today. Factors like digital burnout, with 58% of consumers feeling overwhelmed by digital brand messages, contribute to this shift. In contrast, Direct mail fosters a sense of trust and authenticity, with nearly half of consumers viewing brands that utilize it as more credible. Importantly, 84% of consumers read direct mail immediately or the same day it arrives, demonstrating a high level of engagement compared to often-ignored digital ads.
However, the report also emphasizes that irrelevance remains a significant deterrent, with 72% of consumers discarding mail that doesn’t feel personalized. This underscores the importance of smarter targeting and personalization in direct mail campaigns, extending beyond simply using a recipient’s name to encompass relevant offers, timing, and tone. Companies achieving high ROI with direct mail are more likely to leverage advanced data, automation, and integrated strategies, indicating that direct mail is evolving from a standalone tactic into a crucial component of a well-rounded omnichannel marketing approach. By strategically integrating direct mail with digital efforts and focusing on personalization, brands can maximize impact and capitalize on the channel’s growing appeal.

*Statistics from LOB 2025 State of Direct Mail 2025 Consumer Insights Edition