With an understandable draw to marketing your brand through fun reels, personable lives and pretty digital content, you might find it easy to get caught up in an online marketing whirlwind.
But when you consider your audience who mindlessly scrolls their social media apps, opens their email to find hundreds of new emails, and is bombarded with notifications around the clock – there must be a way to stand out, and that is through direct mail.
When you include direct mail in your strategy, you give your customers something tangible, personalized, and intentional. In 2025, direct mail is proving to be more relevant and effective than ever.
Let’s learn more about the power of direct mail and how to make the most of this timeless marketing opportunity.
Why Marketers Choose Direct Mail
Marketers in the US will have spent $37.3 billion on direct mail last year, with 81% expecting to increase their spending.
For so many reasons, marketers are looking to direct mail to reach their target customers. Here are some statistics about the effectiveness of this channel:
- The best ROI across all media is 112% for direct mail.
- 35% of the respondents purchased after receiving direct mail items.
- People spend 45% longer engaging with direct mail vs digital ads
- Direct mail response rates are twice as high as digital ads.
- Direct mail recipients purchased 28% more items and spent 28% more money.
- 67% of consumers enjoy receiving direct mail advertising.
Here is a chart from the Winterberry Group that shows the approach that most marketers take when it comes to their direct mail strategy success:
(source)
Let’s explore the top direct mail tactics, and how you can leverage this channel and create impactful campaigns.
1. Personalization
84% of consumers say they are more likely to open direct mail if it’s personalized. No wonder personalization is the top priority for marketers!
You should be tailoring your direct mail campaigns around different segments of your target, creating messages that really speak to your customers’ wants and needs.
Grab their attention by using data to tailor every aspect of your mail pieces around them. Go beyond their name, and include personalized offers based on past purchases, demographics, or even their browsing history.
For example, a hair salon sends a mailer to their past color clients to let them know they miss them and would love to have them back. They include the latest color trends and dye techniques, along with an exclusive customized discount. A QR code leads them to a booking site where they can set up their appointment with their preferred stylist.
When you personalize, you create a unique and relevant experience that resonates with each individual recipient.
2. Retargeting Website Visitors
According to the chart above, 67% of marketers found value in the use of direct mail to retarget website visitors.
Retargeting is a clever way to create multiple touchpoints for engaging your customers. Use website analytics to identify those who have shown interest in specific products or services but haven’t yet completed a purchase, then target these browsers with personalized direct mail pieces.
A furniture store might look up a customer’s browsing history, seeing that they have a certain style and items that they’ve abandoned in their shopping cart – so they send a postcard with a sofa that the customer left behind, styled to their taste. They include a message about life getting in the way of a perfect purchase, with a customized discount code. A PURL brings them to a purchase site.
You are offering them a tangible reminder of the items they have viewed online. Along with an incentive, like a discount code or free shipping, to persuade them to make their move.
3. Use of QR Codes
Think of a QR code as a bridge between your direct mail campaigns and your digital marketing efforts.
23% of consumers have scanned a QR code on a mail piece in the last 12 months.
It makes complete sense why so many marketers consider this an important tactic for their campaign’s success. These scannable codes are a seamless way to encourage customer engagement and add an obvious CTA to your mail piece.
They can instantly transport your customers to exclusive content, unique offers, or interactive experiences. Some examples of content you can send them to are:
- Personalized landing pages
- Video demonstrations
- Contest entry forms
- Direct links to purchase your products
A pediatrician might mail a postcard that encourages people to bring their children in for annual check-ups. A simple message about wanting to keep the children healthy and happy, along with colorful images of smiling kids, and a QR code inviting them to learn more about the practice and meet the team.
QR codes are also easily trackable, and a great way to measure effectiveness for future campaigns.
4. Targeting Based on Behavioral Triggers
This sophisticated way of reaching your customers at their most pivotal moments is understandably one of marketers’ favorite tactics to keep in their Direct Mail arsenal.
Use data to track specific attributes, such as website visits, email opens, and purchase history, and anything else that indicates your customer’s interest or intent. Use your selected triggers to prompt a personalized direct mail piece that is relevant to your customers’ journey so far.
For example, a pet retail store sells puppy kits, which a customer purchases. A few days after purchase the customer receives a pamphlet welcoming them to the amazing world of being a pet parent, training tips along with a PURL to sign up for their training class, and a personalized coupon to come in and shop for anything else they might need. At 3 months, they follow again with a postcard about how quickly puppies grow, along with a QR code to a landing page of some growing dog essentials.
Getting a new puppy is an emotionally charged time, combined with the trigger from the initial kit purchase – make for a highly targeted and actionable direct mail campaign.
5. New Mover Marketing
Did you know that over 35 million people move across the U.S. per year? These new movers are spending thousands on goods and services to settle into their new homes, up to 20 times more in their first six months than existing homeowners spend in two years
This makes new movers a unique opportunity for your business, since they are usually in a spending phase as they establish themselves. It is important to get your product or services in front of them while they are actively in need and direct mail is a phenomenal way to do this!
A pizza shop sends new movers a welcoming mail piece that features their best-selling menu items(with drool-worthy photos), an exclusive discount for new neighbors to bundle items at a discount and get fed while they’re adjusting to their new home, along with a QR code that leads to their bio and menu.
Moving into a new home is a crucial moment, so you’ll want to get your brand in front of them in a timely and effective manner.
Conclusion
Despite its vintage vibe, direct mail is standing out more than ever in the marketing world. It sets itself apart by being tangible, highly relevant, and offering a break from screen-time, which we all get plenty of.
When you are armed with the right tactics, you can create something that creates a lasting impact on your customer.
Are you ready to add an effective direct mail campaign to your 2025 to do list?
Direct Mail Solutions
For further ideas and marketing solutions for your direct mail campaigns, contact Welcome Wagon!
Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting HVAC companies with new homeowners through online and offline channels.
