Direct mail didn’t just make a splash this year; it was marketers' hidden advantage in their omnichannel strategy. While inboxes overflow and digital ads are often ignored, direct mail stands out. As we gear up for 2025, direct mail is more important than ever in delivering a seamless omnichannel experience by bridging the gap between physical and digital touchpoints. It integrates smoothly with email, social media, and SMS, ensuring a holistic, personal, and impactful experience that consumers can feel, touch, and trust.
Direct mail will shake things up in any omnichannel marketing strategy. It teams up with email, social media, and SMS to create a smooth customer journey. 55% of people visit a brand’s website after receiving direct mail, and 42% hop online to search for the product. Direct mail continues to bridge the gap between your physical and digital marketing efforts.
We didn’t guess what works — we asked 2,000 U.S. consumers. From retail to healthcare, consumers gave us clear insights on how direct mail outshines digital. The results? Direct mail is driving engagement like nothing else. Here’s what they had to say:
Direct mail isn't just about delivering your message to consumers, it's about building lasting connections:
So direct mail gets immediate attention, but also sparks conversations and deepens relationships with your customers.
Privacy matters, which is why 63% of consumers are more likely to engage with personalized direct mail; it feels personal, yet secure. Unlike online ads, direct mail doesn’t raise privacy concerns. It allows you to build tailored, one-on-one connections without overstepping boundaries.
Direct mail offers a refreshing, hands-on experience. One of the most important reasons to use direct mail is because email volume will only continue to increase, helping avoid the "delete all" inbox. Only 23% of consumers say they get too much direct mail, compared to 46% for email and 38% for digital ads. By adding a physical touchpoint, direct mail ensures your omnichannel strategy includes a memorable, hands-on experience that digital platforms alone can’t provide.
When it comes to familiar brands, direct mail continues to perform:
Direct mail converts interest into action. 60% of consumers take action after receiving direct mail, and when paired with a special offer, engagement jumps to 78%. QR codes can also amplify results, allowing you to synergize your physical and digital marketing channels. 41% of consumers scan QR codes from direct mail, and that number rises to 48% for those aged 35-54.
The journey doesn’t stop once the mail is delivered. 55% of consumers prefer personalized mail, and 61% act on special offers. Once they open that piece of mail, many head straight to your website or redeem the offer.
Looking ahead to 2025, direct mail will become an even bigger part of omnichannel marketing. It builds trust, increases engagement, and prompts real action. Whether it’s personalized experiences or timely offers, direct mail will continue to help brands stand out amid all the competition in marketing efforts.
As consumer expectations continue to evolve, make sure your brand is meeting them with a comprehensive omnichannel approach that includes direct mail. Talk to our team to start building your direct mail strategy for 2025.
