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Direct Mail Defies Digital Overload: Insights from Lob's 2025 Report

In an era dominated by digital marketing, the latest report by Lob, a leading direct mail automation platform, reveals a compelling shift in consumer behavior. The third annual State of Direct Mail Consumer Insights Edition, released on June 25, 2025, shows that younger generations, particularly Gen Z and Millennials, are increasingly gravitating towards direct mail as a preferred channel for brand communications.

As the report indicates, consumers are becoming inundated with digital advertisements, leading to what can only be described as digital fatigue. Surprisingly, 85% of both Gen Z and Millennials are responding positively to direct mail initiatives. The compelling statistics show that 67% of these young adults take concrete actions—such as making purchases—after receiving direct mail from brands, indicating a newfound appreciation for this traditional yet impactful marketing medium.

Key Findings

The report, based on a survey of 2,000 U.S. adults, highlights several critical insights that underline this trend:

• - Overwhelming Digital Fatigue: 58% of surveyed consumers admit to feeling overwhelmed by the incessant digital brand messages cluttering their lives. In stark contrast, 53% of respondents view direct mail as a more special and valuable form of communication.
• - Building Credibility and Trust: Nearly half of consumers perceive brands that utilize direct mail as more credible than their solely digital counterparts. Furthermore, 44% of respondents deem direct mail as authentic or trustworthy compared to digital alternatives.
• - Engagement Rates at New Heights: An impressive 84% of consumers reported reading direct mail immediately or on the same day, a jump from just 70% in the previous year. This heightened engagement signals a significant opportunity for brands to leverage direct mail effectively.
• - Tailored Messaging Matters: The study also emphasizes the importance of relevance in direct mail campaigns, with a notable 72% of consumers discarding mail that lacks relevance, while 67% are more likely to engage when the content includes personalized details tailored to their preferences.
• - Conversion Drivers: When it comes to conversions, crucial factors include compelling offers (52%), relevant messaging (44%), and brand recognition (42%). These elements significantly influence the likelihood of consumers taking action upon receiving direct mail.

Implications for Marketers

As marketers continue to grapple with digital advertising fatigue, this data indicates a shifting paradigm towards a more tangible approach. Consumers not only desire authentic and thoughtfully curated messaging but also expect brands to go beyond surface-level personalization.

Lob’s report underscores the necessity for marketers to reassess their strategies and the overall channel mix. The viability of direct mail as a cornerstone of an omnichannel marketing strategy becomes evident, especially as privacy concerns and emerging technologies challenge traditional digital advertising norms.

Ryan Ferrier, CEO of Lob, succinctly explains the essence of these findings: “People are inundated with digital advertising. Our report confirms that consumers crave real, tangible touchpoints from brands. Direct mail earns attention in ways digital often can’t.” As companies strive to differentiate themselves in an oversaturated marketing landscape, embracing the unique strengths of both direct mail and digital channels will be essential for building trust and driving engagement.

In conclusion, with increasing consumer reliance on direct mail, especially among younger demographics, brands should explore innovative ways to integrate this channel into their broader marketing strategies. As the lines between digital and traditional marketing continue to blur, direct mail could become a powerful tool in enhancing customer loyalty and driving conversions across various consumer segments. For a more in-depth understanding of the findings, visit Lob’s full report here.