My prediction for 2025? Direct mail to make a comeback

So much has changed since then. The arrival of email and later social media, as shiny low-cost alternatives to beautiful direct-mail packs, forever altered the landscape for clients and customers. And today, advanced digital activations and AI impact everything, everywhere, in ways that were, until recently, unimaginable.

However, while these incredible innovations have many obvious positives for brands, the post-Covid world has also seen a resurgence in the desire for human interaction – the real touch and feel of connection. It’s this shift that has led to my prediction for 2025: direct mail pack is back.

Direct mail can build brand recognition and boost engagement by providing a much-needed break from the relentless 24/7 clutter of our inboxes and social feeds. Recent research in the US for example revealed that over three-quarters of those surveyed said an offer or promotion increased their likelihood of opening a piece of direct mail sent by an interesting brand.

Beautifully designed and thought-provoking direct mail can arguably create a much stronger impact than digital campaigns – even more so when it uses an innovative format to grab attention and is properly targeted.

Digital fatigue

Consumers are bombarded by digital advertising on social platforms and directly into their inboxes, which can often feel intrusive or repetitive. It’s hard to build a long-term relationship this way – many savvy shoppers sign up for an e-newsletter to claim a discount and then unsubscribe. People are increasingly concerned, and even cynical, about what happens to their data too.

Direct mail, however, can really stand out in this era of screen fatigue with physical formats that put the brand in the hand in ways that feel intimate, valuable, and trustworthy. It’s far more than just postcode targeting – it’s based on data analytics that drive engagement that is real to me, my location, my needs, and my past relationship with the brand.

We now have much more sophisticated data analytics and customer segmentation than during the heyday of direct mail. Brands can target their send-outs much more effectively to create highly personalized campaigns that resonate with specific demographics or interests, leveraging data to understand what loyalty looks like and to reward people for it. All without relying on the digital tracking that online ads use.

Sure, direct mail is more expensive to produce than sending thousands of emails. But isn’t it worth investing in relevant, engaging materials that have a greater impact on your most loyal customers?

Far more than just a door drop or flier, direct mail can be a powerful strategic tool – an opportunity to increase both volume sales and frequency as well as tempt customers into categories they might not normally buy in.

Omnichannel integration

We know customer journeys are not linear and people cross different channels when they are moving through their path to purchase. So we can target specific moments when sending a direct mail would drive the most engagement and build longer-term loyalty.

Many brands are now adopting an omnichannel approach, using direct mail in tandem with other digital and physical channels. A customer might receive a personalized direct mail piece that encourages them to visit a website, redeem a discount code, or scan a QR code to learn more.

This integration creates a cohesive and seamless experience, moving customers between physical and digital interactions, bridging offline and online channels, and making them more interactive. One Warc study found that 70% of consumers were driven to an online activity by direct mail.

As Phil Ricketts, wholesale commercial director at Royal Mail MarketReach, says: “There is a perception that Gen Z doesn’t respond to mail, which means they don’t get sent any – creating a huge opportunity for engagement with that demo.”

So, while direct mail may never return to the glory days of my youth in Nottingham, I predict the time is right for it to make a comeback as a powerful complement to digital campaigns. For brands wanting to cut through the online noise and build stronger connections in 2025, the pack is back.