We love a good Q&A, and our latest webinar didn’t disappoint. Attendees asked some sharp questions about the future of direct mail, like how to optimize for USPS changes, clean up messy data, and personalize campaigns without overcomplicating workflows.
Experts answer your burning questions below – let’s get into it.
- Do you have any advice for companies that have stuck with tried-and-true mail formats but want to branch out?
Trying a new format is exciting, but it should always be a controlled test rather than a complete shift. Start by setting aside around 20% of your mail volume for experimentation – this way, you can measure performance against your standard format without taking on too much risk.
Think about why you’re testing a new format. Are you looking to stand out in the mailbox? Reduce costs? Increase engagement? Once you define the goal, you can choose the right format to match. A roadmap for the year will also help you plan out format testing in a way that’s intentional rather than reactive.
- Gathering customer data or tapping into attributes beyond name and address are critical to success. If we’re not already doing it, how do we start?
The best place to start is by looking at the data you already have and analyzing patterns in your existing customer base. What characteristics define your most engaged customers? What behaviors indicate potential churn? Once you have those insights, you can use them to refine your targeting.
From there, you can build a lookalike model to find new audiences that resemble your best customers and start layering in additional data sources to improve segmentation. Tools like Lob Audience can help. The key is starting with what you have and then optimizing based on results.
- How do you recommend operations and marketing work together to create deeper customer connections?
Marketing and operations should be aligned from the start so that campaigns run smoothly without last-minute obstacles. The best way to make that happen is through a shared roadmap that ensures both teams are on the same page about timing, messaging, and execution.
It’s also important to have regular check-ins where both teams review campaign performance. Marketing can provide insights on engagement, and operations can offer visibility into logistics and delivery. When both sides are working together, direct mail becomes more efficient and effective.
- Any insights on designing direct mail for younger audiences?
Gen Z and Millennials actually love direct mail – they just interact with it differently. Because they aren’t inundated with physical mail the way they are with digital ads, a well-designed, relevant piece stands out and feels more personal.
That said, younger audiences expect brands to meet them where they are. That means:
- Speaking their language: Casual, direct messaging that feels authentic.
- Making it interactive: QR codes, digital tie-ins, or social media integration.
- Aligning with their values: Sustainability, inclusivity, and social responsibility matter.
If your mail speaks to their interests and lifestyle, they’re far more likely to engage with it.
- How does Lob support USPS promotions?
Lob makes it easy to take advantage of USPS promotions. You can track and apply for postage credits directly in your Lob dashboard, and your account manager can walk you through eligibility requirements and deadlines.
One of the biggest USPS incentives is Informed Delivery, which allows you to add a digital preview of your mail before it even arrives in a recipient’s mailbox. It’s a simple way to increase impressions at no extra cost.
- What are specific ways to clean our data to ensure direct mail pieces reach their intended recipients?
Clean data is everything in direct mail. If your addresses are outdated or inaccurate, you’re throwing money away. Here’s how to keep your data sharp:
- Use address verification tools (like Lob’s) before sending any mail.
- Check against NCOA (National Change of Address) updates to avoid mailing to old addresses.
- Remove duplicates and suppress bad addresses to cut down on waste.
- Sync with your CRM so customer data stays accurate and up to date.
Good data hygiene not only improves deliverability and makes personalization more effective, but it can also save your team from wasted spend.
- How do you recommend companies increase personalization in direct mail campaigns?
Personalization is all about making recipients feel like the message was crafted just for them. The best way to do this is by leveraging customer data – whether it’s past purchases, engagement history, or demographic insights – to tailor messaging, offers, and creative elements. Adding interactive elements like QR codes, PURLs, or unique promo codes can also bridge the gap between physical and digital, making direct mail even more engaging.
When done well, personalization turns direct mail from a generic message into a meaningful touchpoint that builds stronger connections and drives better results.
Wrapping it up
The questions from our webinar made one thing clear – direct mail is evolving, and businesses are looking for smarter, more strategic ways to use it. From personalization and data-driven targeting to new formats and personalization, there’s no shortage of ways to make direct mail more impactful in 2025.
If you want to dive deeper into these topics and hear the full discussion, watch the webinar on demand here.
