Direct Mail Outperforms Digital Marketing, New Industry Report Reveals: Direct mail is experiencing a major resurgence. According to new research commissioned by Franklin Madison Direct and conducted by Circlebox, 67% of marketers reported improved direct mail performance over the past 12 months, marking the strongest growth among all direct marketing channels — including email, paid social, and other digital formats.
The findings come from the newly released 2025 Direct Mail Marketing Benchmark Report, which analyzes the current direct mail landscape across both B2B and B2C sectors. The report also captures consumer sentiment, providing a clear picture of why direct mail continues to outperform digital tactics in today’s crowded advertising environment.
Direct Mail Gains Momentum as Digital Fatigue Grows
Marketers across industries are re-evaluating their media mix as digital channels face increased saturation and declining engagement. The report shows that more brands are leaning into a balanced approach that blends innovation with proven methods.
Direct mail — once considered old-fashioned — is now proving that physical communication still matters.
The report highlights several significant trends:
• Direct mail beats digital channels.
At least half of marketers surveyed stated that direct mail is more effective than digital marketing when it comes to driving essential business objectives, including response rates, conversions, and customer engagement.
• Consumers enjoy receiving mail.
Direct mail ranks as the second most enjoyable form of advertising, trailing only TV and streaming video. This preference gives brands a unique opportunity to connect with audiences in a way digital ads cannot replicate.
• Omnichannel marketing pays off.
A striking 97% of respondents said that integrating mail with digital platforms improves overall campaign performance. When marketers combine printed messages with email, social media, SMS, and web targeting, results rise sharply.
• Budgets are shifting.
As direct mail proves its value, 87% of marketers plan to increase or maintain their direct mail budgets in the coming year. This shift signals a broader industry return to traditional channels that drive measurable impact.
A Powerful Tool in the Modern Marketing Mix
The report emphasizes that direct mail no longer operates in isolation. Instead, brands are using data-driven targeting, personalization, and digital tracking tools to elevate mail into a highly sophisticated channel.
When executed with precision, direct mail delivers stronger recall, higher trust, and longer-lasting impressions than most digital media.
Consumers surveyed stated that personalized mail feels more credible and more thoughtful than digital advertising, leading to greater attention and better response.
Industry Experts See a Turning Point
Marketing analysts note that this research reflects a broader trend: companies are seeking dependable channels that break through digital clutter. As privacy changes reshape the digital landscape and ad fatigue increases, direct mail offers stability and strong ROI.
The 2025 Benchmark Report signals that a hybrid model — one that blends mail with digital intelligence — will define the next era of customer engagement.
Brands and marketers can download the full 2025 Direct Mail Marketing Benchmark Report at:
www.franklinmadisondirect.com/directmailreport
With performance on the rise and consumer appetite stronger than ever, direct mail is firmly re-establishing itself as a powerful and essential component of modern marketing strategy.
