Mail Marketing in 2025: How are Direct Mail and Digital Mail Doing?

Digital mail vs. physical, direct mail. Some businesses think they must choose between these two mediums. Similarly, many articles compare and contrast them, only to say, “It’s up to the customer.” But why not use both? Instead of picking sides, let’s look at the trends for both and see how they can work together to boost your promotions. We’ll dive into key stats on direct mail, EDDM, and digital campaigns—valuable insights you’ll want to know if you’re going to reach out to new customers and connect to your long-term clients. After all, understanding the numbers is the first step to building a strong mailing list and conducting an organized and effective marketing strategy through the mail.

Direct vs. Digital: Looking into ROI

Return on investment (ROI) is one of the key metrics to any marketing success. For mail campaigns, whether physical or digital, ROI wouldn’t just gauge the revenue and the growth of your customer base. So, how have direct mail and email performed in recent years?

Direct Mail

In 2024, direct mail achieved one of the highest returns on investment (ROI), reaching an impressive 161%. ^[1]
According to Postalytics, direct mail averages 112% ROI compared to other mediums. ^[2]
One study also found that 23% of respondents consider direct mail their top promotional channel, highlighting its continued effectiveness. ^[3]
Additionally, 70% of marketers ^[1] believe direct mail marketing has improved, while 87% of respondents ^[3] plan to increase or maintain their direct mail efforts in 2025.

Digital Mail

Email marketing remains highly profitable, generating $42 for every $1 spent—an astonishing 4,200% return on investment ^[4].
A significant 64% of small businesses rely on email marketing as a key strategy to reach their customers. ^[5]
And with 4.59 billion people checking their emails daily, there’s always potential to attract customers and increase sales.
Furthermore, 89% of marketers use email as their primary channel for generating leads, reinforcing its importance in digital marketing strategies.

How Customers Respond to Mail Marketing

At first glance, email marketing might seem like the clear winner based on ROI. But there’s more to consider. The success of mail promotions and campaigns isn’t just about the numbers but also how the target audiences respond. Both direct and digital mail have their strengths, and customer engagement plays a significant role in their effectiveness. So, what are the people’s insights and actions regarding mail marketing?

Direct Mail

People tend to trust print media more, with 45% of targeted audiences spending more time engaging with direct mail promotions than their digital counterparts.
Around 70% of customers believe that direct mail feels more personal than digital communication, making it a preferred choice for particular marketing messages. ^[6]
As some marketers quote, the “physical mail resurgence” is partly due to its ability to create a personal connection and offer a tangible experience that digital marketing lacks.
- Around 74% of Gen Z consumers believe real-life (IRL) experiences are more meaningful than digital interactions. ^[7]
- Similarly, 66% of millennials share this preference, valuing physical experiences over purely digital ones. ^[7]

Digital Mailing

Many marketers are paying close attention to the issue of digital fatigue, where consumers feel overwhelmed by the constant stream of online content. ^[8]
- Around 49% of people report experiencing digital fatigue, which affects their engagement with marketing emails. ^[8]
- Promotional emails often end up in spam folders or buried under unread messages, making it harder for businesses to reach their audience.
Email open rates typically range between 20% and 30% ^[2], while direct mail boasts a much higher engagement rate of 80% to 90% ^[9].
In worst-case scenarios, 69% of online consumers would unsubscribe from a service if they felt overwhelmed by “repetitive” online promotions. ^[4]
Digital marketing has a higher return on investment (ROI) mainly due to the balance between cost and response.
- Direct mail campaigns generally require higher upfront costs, while email marketing is more affordable and can quickly scale to larger audiences. ^[10]
- Digital mail also provides direct links to online stores, making it easier for recipients to take immediate action and complete purchases, thus boosting sales.

Integrating Physical and Digital Mail Strategies

With the advantages and challenges of both digital and physical mail, the wisest approach is to integrate both ^[1] into your overall marketing strategies. Studies show that marketing campaigns are more effective when businesses combine print and digital channels. 60% of customers ^[6] say they are much more likely to respond to a promotional offer when they see it on multiple platforms.

Direct mail plays ^[1] a crucial role in driving online engagement:

57% of recipients visit the brand’s website after receiving a mailer.
53% search for the brand online, including their online stores.
46% check Internet reviews before deciding.
38% visit a physical store location
36% proceed with a purchase.
28% explore other related brands and websites.
20% check the brand’s social media pages.

Physical mail helps boost online interactions and conversions. By combining both strategies ^[11], businesses can create stronger, more engaging marketing campaigns that drive results.

QR codes on postcards and mailers can link customers directly to websites, making engagement quick and seamless.
Personalized mail with unique links (PURLs) allows businesses to track responses and measure online interactions.
Direct mail can promote social media and email sign-ups, helping businesses grow their digital audience while keeping engagement active.
Follow-ups using direct mail and email at strategic intervals can balance communication, reducing digital fatigue while keeping customers engaged through physical reminders.

Conclusion

Integrating direct mail with digital marketing is a powerful way to reach and engage customers. Sure, many strategies involving direct and digital mail are independent of one another but integrating both lets your business reach a broader target audience. Direct mail grabs attention, while digital tools like QR codes, personalized links, and social media sign-ups make it easy for recipients to take action online. Rather than choosing between direct and digital mail, using them together ensures a well-rounded marketing strategy that keeps customers engaged across multiple platforms.

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