Direct Mail in 2025: Statistics and Tips for Success We're Halfway Through the Year – Where Should You Be Holding and Heading?

By Rachel Horowitz | June 9th, 2025 | Direct Mail, Blog

As we pass the midpoint of 2025, direct mail continues to prove its value in a rapidly digitizing world. While much of marketing has shifted toward digital platforms, direct mail has carved out a powerful niche by offering something digital can't: tangible, personal, and memorable experiences.

If you're wondering where your direct mail strategy should be at this point in the year—and where it's headed—this blog breaks down the latest statistics, mid-year trends, and actionable tips to help you finish 2025 strong.

Direct Mail in 2025: Key Stats So Far

The data is clear: direct mail isn't just surviving—it’s thriving in 2025.

• Response Rates Continue to Outperform: According to a recent USPS report, direct mail response rates remain at 4.4% for house lists and 2.9% for prospect lists, significantly higher than digital channels like email or social media ads.

• Gen Z Is Engaging: 42% of Gen Z consumers surveyed say they are more likely to read and engage with physical mail than they were last year. This age group increasingly values offline authenticity in a digital world.

• ROI Is Holding Strong: Marketers report an average ROI of $4.10 for every $1 spent on direct mail, rivaling even paid search in some sectors.

• Integration Is Key: Over 70% of marketers say they are now integrating direct mail with digital campaigns, including QR codes, personalized URLs (PURLs), and augmented reality.

Mid-Year Check-In: Where Should You Be Holding?

By mid-2025, your direct mail program should ideally be doing the following:

1. Audience Segmentation Dialed In

Gone are the days of “spray and pray.” If you're still sending generic mailers, it's time to tighten your segmentation. Use behavioral and purchase data to tailor messaging by customer lifecycle stage.

2. Personalized, High-Impact Design

2025 is the year of hyper-personalization. That means variable data printing (VDP), name personalization, and even dynamically generated content based on purchase history. If your designs don't feel custom, you're leaving engagement on the table.

3. Integrated Tracking in Place

You should be using QR codes, PURLs, or near-field communication (NFC) to track mail engagement. These tools give you measurable insights on what's resonating—and what’s not.

Where Should You Be Heading?

The rest of 2025 offers plenty of opportunity to innovate and optimize. Here's how to stay ahead:

1. Experiment with Dimensional Mail

3D mailers or tactile experiences are getting attention—literally. Brands using dimensional pieces report 50% higher response rates compared to flat mail. They're more costly but can be worth it for high-value prospects.

2. Leverage Trigger-Based Automation

Set up workflows that send mail based on customer behavior, like abandoning a cart or browsing specific product pages. Tools like Lob, PostPilot, and Inkit are making this easier than ever to automate.

3. Test and Optimize Relentlessly

A/B testing isn’t just for digital. Test different headlines, formats, offers, and mailing times. The best-performing campaigns this year are the ones continuously learning from the data.

4. Go Green, Stay Lean

Sustainability is top-of-mind in 2025. Consider eco-friendly materials, minimalist packaging, and clean data practices to reduce waste and resonate with environmentally-conscious consumers.

Final Thought: Direct Mail's Sweet Spot in 2025

Direct mail is not a relic—it’s a strategic powerhouse when done right. As inboxes overflow and digital fatigue rises, the physicality of mail provides a welcome break. It engages the senses and feels more trustworthy.

So, as we move into the second half of the year, ask yourself:

• Are you mailing with intention?
• Are you measuring what matters?
• Are you aligning offline with online?

If not, now’s the time to pivot. Because the brands that are succeeding with direct mail in 2025 aren’t just sending—they’re sending smart.

_________________________________________________________________________________________________

Net60 Inc. is a leading list brokerage and list management company specializing in optimizing direct mail campaigns for companies across various sectors. Known for its exceptional service and innovative approach, Net60 Inc. enhances direct marketing efforts, enabling businesses to expand their client base more effectively. Our dynamic, experienced, and determined team collaborates closely to bring shared goals to fruition while excelling in their individual roles and client service.