In an era of overflowing email inboxes and constant digital noise, direct mail is experiencing a significant resurgence. Consumers, including millennials and Gen Z, often perceive physical mail as more trustworthy and personal than digital communication, with one study finding that 60% of millennials consider information in direct mail more useful than email. This tangibility allows brands to literally “cut through the clutter,” capturing undivided attention for over two minutes, compared to mere seconds for a digital ad. A well-designed, physical piece can create a lasting impression and a strong emotional connection that digital channels struggle to replicate.

The primary benefit of this tangibility is enhanced engagement and response rates. Direct mail campaigns consistently boast higher average response rates than digital channels, especially for house lists. Furthermore, it acts as a powerful initial touchpoint, driving recipients to take online actions such as visiting a website (57%), searching for the brand online (53%), or making a purchase (36%). This ability to prompt offline-to-online action makes it a crucial component of an integrated, high-impact marketing strategy that leverages the strengths of both physical and digital mediums.