2024 State of Direct Mail Marketing

Brought to you by Lob and Comperemedia

For Lob's annual State of Direct Mail Marketing, we partnered with Comperemedia to get a real-time pulse check from marketers and industry leaders about the current state of direct mail, its role in driving conversions, how it fits into marketing budgets, and its impact when compared to other high-performing marketing channels.

Here is a sneak peek at some of the key findings & actionable insights from 2024 report

‍Download the full report to get all the essential findings and actionable insights in this groundbreaking study — and keep your direct mail strategy ahead of the curve.

84% of marketers agree direct mail provides the highest ROI of any channel they use. In an increasingly digital world, the physical connection you build with your audience through direct mail is unparalleled — especially if the mailpiece is personalized. While marketers may worry about the cost of direct mail up front, the data overwhelmingly shows that the results produced by direct mail outpace digital channels like email and display ads.

82% of respondents are increasing direct mail spend in 2024 — a staggering increase from 58% in 2023. A favorable economy has created a more optimistic business environment, resulting in increased investment in marketing to gain a competitive edge and expand market share. Direct mail, in particular, will receive increased investment due to its lower saturation than other channels and increased effectiveness. Read the report to find out more reasons why marketers are turning to mail.

The top use of data in direct mail campaigns is for personalization, followed by optimization. Hyper-personalizing direct mail creates deeper, more meaningful connections with customers, driving higher response rates and conversions. Integrating direct mail with other marketing data makes it particularly powerful as part of an omnichannel strategy.

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Want personalized tips on turning insights from the 2024 State of Direct Mail Marketing Report into action? Get connected with a Lob expert today to learn what’s new in direct mail, as well as the benefits of a modern, automated direct mail workflow.