If you’re in the business of executing high-performance mail, now is the time to evolve.

According to the 2025 Direct Mail Benchmark Report from Franklin Madison Direct, 67% of marketers say their direct mail performance has improved over the past year, surpassing all other direct marketing channels.

This shift has significant implications — not just for marketers, but also for the operational teams working behind the scenes. From production managers to print service providers and in-house mail center directors, the demands on mailing professionals are becoming more complex, more frequent, and more strategic.

Here’s what the data says and what it means for your operation.

The Shift from Batch to Agile Mailings

The standard of quarterly mail drops is no more. Today’s marketers are embracing smaller, more frequent, and highly targeted campaigns, particularly for winback and lead remarketing efforts. The report shows that 57% of marketers are now mailing to these audiences monthly, a significant jump from just 38% in 2024.

This change is both strategic and tactical. To compete with the immediate impact of digital marketing, direct mail campaigns must rely on ongoing testing, fast iteration, and speed to market. Instead of mailing to one million names four times a year, marketers can now send 50,000 pieces to segmented lists every month, with each drop optimized for message, creative, and timing. And that’s exactly what consumers expect.

Operational Impact:

• Workflows must support more frequent job tickets with shorter lead times.
• Mailing systems and processes need to accommodate rolling campaigns vs. fixed batch cycles.
• Coordination between data teams, design, and production must be tighter than ever.

Automation and Technology Are Table Stakes

Almost half of mailers now rely on automation platforms or online software to run direct mail campaigns. B2B brands in particular prefer in-house execution tools that integrate well with CRM systems, while high-revenue organizations tend to work with agencies to manage their mail programs.

For print and mail operations, this involves adapting to new file formats, APIs, and integrated workflows. You’re no longer just receiving static creative files; you’re getting live data feeds, personalized variable content, and real-time production schedules driven by marketing automation tools.

Operational Impact:

• Print and mailing teams need software fluency, from PURLs and QR codes to data processing and tracking tools.
• Integration with customer data platforms (CDPs) and CRM systems is becoming the norm.
• Systems must be flexible and connected enough to handle dynamic inputs and rapid deployment.

Testing and Personalization Are Mandatory

If you’re noticing an increase in test cells and versioning requests, it’s not a coincidence. The report indicates that:

• 95% of marketers test creative at least quarterly.
• 55% test their data sources at least once per quarter.
• And 39% cite personalization as the #1 advantage of direct mail, up six spots from the previous year.

The growing use of personalized elements, such as variable images and offers to recipient-level landing pages, is pressuring print and mail teams to streamline versioning without compromising speed or quality.

Operational Impact:

• You need reliable variable data printing (VDP) capabilities with quality control safeguards.
• Systems should be optimized for multi-version print runs while protecting costs and timelines.
• Mail centers and service providers should expect a surge in A/B testing requests and micro-segmentation.

Print Is Now a Digital Bridge

Direct mail’s role in omnichannel program performance continues to grow. Marketers are regularly using a physical mail piece as a springboard to digital action. This year, 97% of marketers say integrating direct mail with digital channels like email, SMS, and display advertising improves results, a 7% jump from 2024 results.

Among those integrating channels:

• 83% use personalized URLs (PURLs).
• 77% include campaign-specific landing pages.
• 59% embed QR codes for mobile engagement.

Operational Impact:

• Ensure creative and technical teams are aligned to match print and digital elements.
• Barcode, QR code, and variable text accuracy are non-negotiable—any break kills conversion.
• You may need to help clients or internal partners with tracking setup, campaign tagging, or landing page logic.

Costs Remain Competitive — If You're Efficient

Despite USPS rate increases and inflation, direct mail remains cost-efficient. The report shows that 54% of marketers report a cost per acquisition (CPA) between $100 and $249 for direct mail. That CPA is lower than the average across all other direct marketing tactics.

This efficiency is due in large part to better audience targeting, less waste, and more relevant creative. For mailing professionals, it’s a clear signal: help your clients or internal teams cut waste, reduce duplication, and tighten execution to maintain profitability.

Operational Impact:

• Maintain tight data hygiene and suppression rules to avoid costly mis-mailings.
• Ensure postal optimization (presort, NCOA, CASS) is part of every production cycle.
• Embrace automation and software tools to lower labor costs and boost throughput.

Looking Ahead: Smart Mail Drives Smart Growth

Marketers are feeling mail’s value. The report found:

• 87% plan to maintain or grow their mail budgets over the next 12 months.
• 44% of consumers say it takes 2–3 mail touches before they take action, proving consistent mailings drive conversions.
• Integrated campaigns with coordinated digital/print messaging continue to produce measurable lift in engagement and ROI.

In short, direct mail is no longer just about production; it’s about performance. The professionals who embrace automation, creative testing, digital fluency, and agile operations will thrive in this new acquisition-focused era of mail.

Paula Phipps is the Director of Production at Franklin Madison Direct, a leading direct response marketing agency. With over 30 years of experience in direct mail marketing and production, Paula is skilled in emerging print technologies that streamline workflow and maximize ROI. As a trusted resource for clients navigating complex print logistics, Paula blends her technical precision with strategic insight to manage hundreds of programs from concept to completion, on time and on budget.