State of Direct Mail:Consumer Insights 2026

In a tight economy, what are consumers actually looking for from direct mail?

It's not just the discount. Sixty-eight percent of consumers say rising prices have changed what they pay attention to in their mailbox. Campaigns that align with the right moment, motivation, and personalized experience now drive 89% of direct mail conversions.

We surveyed 2,000 U.S. consumers to understand what mail strategies earn their attention, trust, and action. Join us for the State of Direct Mail: Consumer Insights 2026 Webinar for a first look at unexpected demographic and economic trends – plus takeaways you can apply directly to your next campaign.

Learn How to

• Win in a price-conscious market: See why relevancy now outperforms discounts, and how to lead with value.
• Build trust in an AI-skeptical world: Understand why 36% of consumers trust direct mail more than online ads (where 55% say they’re seeing constant slop).
• Personalize by generation: Discover why Gen Z responds to identity and life stage while Boomers are driven almost entirely by discounts.
• Turn mail into digital action: Discover how 79% of consumers take digital action after receiving mail.