Imagine this: You’re at home, looking through today’s mail. Among the bills, you see a beautifully designed envelope addressed to you — not “homeowner,” not “resident,” but you. You open it and find a piece that speaks directly to your interests, introducing a product or service you never knew you needed, and now you want it. It’s intriguing and tangible in a way that online ads could never duplicate.

This is what makes direct mail the second most enjoyable type of advertising.

Direct mail marketing achieves something no pop-up, email, or influencer ever can; it sparks curiosity from the moment you touch it. But the magic lies in the details. The right strategy can enhance your campaign, while the wrong strategy risks wasted resources.

This article explores recent consumer research on preferences and engagement with mail, offering applicable strategies for making your campaigns stand out.

Reaching Younger Audiences: Quality Over Quantity

The assumption that younger generations only engage with digital ads is as outdated as floppy disks. Forty-seven percent of consumers aged 25-44 say they enjoy receiving direct mail, the highest engagement among consumer groups. For these audiences, receiving mail is like getting a handwritten note in an age of text messages — unexpected and impactful.

That said, there is a fine line between delighting and overwhelming. While younger audiences appreciate the novelty of mail, 45% agree that receiving more than five pieces from the same sender in one year feels excessive.

Expanding your data sources can help you achieve a wider reach and minimize the likelihood of sending multiple mail pieces to the same person. Additionally, prioritizing high-quality mailing lists will permit you to reach consumers who are genuinely prepared to act. Establishing a solid strategy and testing routine is the best way to identify optimal timing and frequency.

Start with a manageable frequency, like two to three pieces each year, and use this as your starting point. After that, analyze past performance indicators, such as response and conversion rates, to make informed adjustments. You might also consider syncing your mailings with important events or seasons relevant to your brand. To make your direct mail successful, aim to maintain a strong presence without overwhelming your audience.

First Impressions: Launching Products with Direct Mail

Launching a new product? Direct mail is your golden opportunity to charm your audience. Unlike digital ads that disappear with a scroll, a well-designed mailer becomes a tangible discovery. A third of consumers revealed that mail improves their perception of a brand — think of it as a carefully curated invitation to a lasting relationship.

The driving force behind success lies in personalization. A generic piece of mail is like handing someone a card without writing their name on it — it’s impersonal. Tailor your copy and visuals to resonate with your potential customers, making each recipient feel like the star of your campaign.

Starting with phrases like "Be the first to experience our new launch!" can quickly make consumers feel valued. Once you’ve captured their attention, enhance your copy’s impact and personalization by incorporating additional tailored elements that make them feel seen as an individual rather than just a statistic, such as:

·"We've expanded our offerings to include ___, perfect for your needs."

·"We're excited to introduce you to our upgraded ___.”

·"See how we've improved our ___ to better serve you."

·"Explore our latest ___ and see what everyone's talking about!"

A best practice for direct response creative is to design a mail piece that is easy to navigate. If your recipient feels they must jump through hoops to act, you will lose their interest.0

Driving Action with Interactive Mail

Suppose you receive a postcard that says, “Scan here for a free 8 oz. coffee,” with a QR code leading you straight to your favorite café’s app. That mail piece becomes more than paper — it’s an invitation to act. Incorporating interactive elements like promo codes, QR codes, or personalized URLs connects the gap between physical mail pieces and digital follow-through.

This approach works, making engagement easy and instant. More than 40% of consumers have visited the website mentioned on the mailer, and 25% report purchasing something they saw in a mailer within the last 6-12 months. But remember, a direct mail campaign isn’t just about driving sales. Consistent, intentional messaging builds trust over time, positioning your brand as memorable and reliable.

Testing different incentives, such as exclusive discounts or free trials, reveals what resonates best with your audience. Seventy-six percent of consumers say financial savings shape their perception of a brand, so combining compelling offers with polished, on-brand creative ensures your message doesn’t just grab attention but holds it.

Advancements in textural and sensory direct mail, such as special varnishes, scratch-and-reveal features, coatings, peel-off elements, and scents make direct mail successful for many marketers. These aspects evoke consumers’ senses, enhancing their experience while making a memorable impact. Imagine receiving a 20% discount coupon printed on pixelated, flimsy paper — it doesn’t inspire confidence. Yet, a sleek, thoughtfully designed mailer featuring the same offer feels trustworthy and premium.

Direct mail is an opportunity to tell a story, build relationships, and create moments of delight in a world crowded with digital noise. So, what story will your next mailer tell? Will it be a forgotten message or a memorable connection? With the right strategy, creative design, and personalization, your campaign can be the gift your customers didn’t know they were waiting for.

Kevin Carroll is the Director of Growth at SeQuel Response, a Franklin Madison Company, a leading direct response marketing agency. Kevin takes pride in nurturing collaborative and trusting client relationships to help them achieve their next level of growth and profitability with data-driven direct marketing programs. He regularly attends industry events to stay up to date with the latest trends, best practices, and challenges today’s marketers face as they work to drive business growth. Kevin studied public relations, advertising, and applied communications at the University of Northern Iowa.

This article originally appeared in the March/April, 2025 issue of Mailing Systems Technology.