Direct mail is evolving, resilient, and more vital than ever, according to Winterberry Group's latest report, Delivering Performance: Direct, Digital, and the Dynamics Shaping the Future of Omnichannel Marketing. This comprehensive study underscores direct mail's transformation into a high-value performance marketing channel, offering unique benefits amidst the complexities of modern advertising.
A Growing Investment
U.S. marketers are projected to spend $37.3 billion on direct mail in 2024, reflecting a 2.6% growth from the previous year. Despite rising postage costs and competition from digital media, 81% of surveyed brands plan to increase their direct mail budgets in 2025. This highlights the channel’s enduring role as a cornerstone of omnichannel strategies.
From Volume to Value
The report identifies a strategic shift from large-scale, volume-driven campaigns to targeted, data-informed efforts. By leveraging precise audience segmentation and behavioral triggers, brands are achieving higher relevance and return on investment while reducing overall mail volume.
Overcoming Rising Costs
Rising postage rates—now comprising over 50% of direct mail budgets—present a challenge. Yet, 97% of marketers expressed a commitment to maintaining or increasing their direct mail investments. Innovations in data utilization, technology, and supplier partnerships are helping brands offset these costs.
Integration and Attribution Gaps
While marketers have made strides in integrating direct mail with digital channels, gaps in cross-channel measurement and attribution remain. Addressing these gaps could unlock further value, as direct mail plays a pivotal role in performance-driven campaigns, often complementing digital efforts.
The Role of Technology and AI
Incremental innovations, such as QR codes, personalized content, and behavioral retargeting, are already delivering measurable results. Meanwhile, AI’s potential to enhance efficiency and personalization offers a promising horizon for direct mail’s evolution.
Strategic Recommendations
The report concludes with actionable insights for brands to capitalize on direct mail’s potential:
- Recognize direct mail as a core performance marketing vehicle.
- Develop cross-channel measurement and testing capabilities.
- Invest in data-driven technologies for campaign planning and execution.
- Harness AI and machine learning to optimize processes.
- Reevaluate operational silos to integrate direct mail seamlessly with other channels.
Conclusion
Winterberry Group's research reaffirms that direct mail is not only surviving but thriving in the digital age. By embracing innovation and addressing strategic gaps, marketers can ensure direct mail remains a key driver of growth and engagement in omnichannel marketing strategies.
For more details, visit Winterberry Group’s website or explore the full report, presented by industry leaders including Canon U.S.A., RRD, and the U.S. Postal Service.
- Categories:
- Mailing/Fulfillment - Postal Trends
Summer Gould is Account Executive at Neyenesch Printers. Summer has spent her 31 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as the industry chair for San Diego Postal Customer Council. You can find her at Neyenesch’s website: neyenesch.com, email: summer@neyenesch.com, on LinkedIn, or on Twitter @sumgould.