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3 Ways to Make Direct Mail Marketing More Dynamic

Article - 5 Min. Read

Direct mail is now a highly dynamic marketing channel. See how retargeted direct mail, Informed Delivery® notifications and Informed Visibility® tracking are enabling seamless, data‑driven campaigns.

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Several mailpieces promoting various products and services.

Today’s direct mail isn’t what it used to be. It’s better. No longer siloed from digital channels, direct mail and digital have become smarter together.

By leveraging omnichannel innovations and digital data strategically, direct mail becomes a highly dynamic marketing channel—enabling hyper‑targeted, seamlessly integrated and actionable campaigns.

Top Insights: At a Glance

  • Direct mail has evolved into a dynamic, data-driven channel that can be seamlessly integrated with digital.
  • Retargeted direct mail triggers the release of personalized mailpieces based on customers’ digital interactions.
  • The Informed Delivery® feature sends customers a preview of incoming mail along with related digital content, creating multiple touchpoints.
  • Informed Visibility® tracking enables marketers to track mailpiece delivery, facilitating easy coordination with digital efforts like email and social.
  • Combining direct mail and digital can raise brand awareness and improve campaign performance.

As direct mail becomes more dynamic, it also becomes more actionable, allowing brands to deliver highly relevant, personalized marketing. In fact, 94% of business leaders say direct mail enhances engagement and conversions across their digital channels.[1]

94% of business leaders say mail enhances digital engagement and conversions.[2]
94%

To seamlessly integrate direct mail with digital, marketers can turn to a wide range of features and innovations. These three tactics make it easy to get started:

1. Follow Up on Digital Interactions With Retargeted Direct Mail

With retargeted direct mail, personalized mailpieces can be triggered to deliver to customers within a few days of a digital interaction.

By setting up a customer relationship management (CRM) system to register instances of online cart abandonment, for example, brands can then trigger a personalized mailpiece to be sent out, reminding the customer of the item and perhaps including a discount to inch them closer to a transaction.

By following up while the brand is still top of mind, retargeting can help raise overall awareness and drive customer engagement. In fact, 31% of consumers are more likely to engage with brand content when they receive both a mailpiece and a digital ad.[3]

31% of consumers are more likely to engage when they receive both a mailpiece and a digital ad.[4]
31%

2. Combine Physical and Digital Touchpoints With Informed Delivery

The free Informed Delivery featurearrow_right_alt from the United States Postal Service® allows eligible and enrolled USPS customers to preview their mail before it arrives—viewable via the app, email notification or online dashboard. Along with the preview, marketers can include “ride‑along content” that drives users to the company’s website or other digital channels.

Leveraging behavioral and demographic data, marketers can send unique ride‑along content to different customer segments, tailoring messaging and offers to their distinct wants and needs.

By presenting customers with three distinct touchpoints—the digital preview of the mailpiece, the ride-along related digital content and the mailpiece itself—these notifications encourage deeper engagement across a brand’s ecosystem. With an average Informed Delivery email open rate of 60.6%,[5] this feature can significantly amplify brand visibility while driving action via various channels.

60.6% of Informed Delivery emails are opened, on average.[6]
60.6%

3. Coordinate Omnichannel Campaigns With Informed Visibility

The free Informed Visibility toolarrow_right_alt from USPS allows marketers to track their direct mail campaigns throughout every stage of the delivery process in near real time and see when they’ve been delivered.

With this information, brands can plan exactly when to launch complementary digital marketing, such as paid media, email or social—so customers receive follow‑up digital marketing at the ideal moment, while the mailpiece messaging is still top of mind.

These digital follow‑ups can increase the impact of direct mail campaigns, and 86% of marketing executives agree that direct mail performs best when integrated with other channels.[7]

86% of marketing executives agree mail performs best when integrated with other channels.[8]
86%

Frequently Asked Questions

What is dynamic direct mail?

What is retargeted direct mail?

What is the Informed Delivery feature?

What is the Informed Visibility feature?

Key Takeaway

Data‑driven and seamlessly integrated into omnichannel campaigns, today’s direct mail is more dynamic than ever. With the use of innovations like retargeted direct mail, the Informed Delivery feature and the Informed Visibility tool, today’s marketers have a range of options at their disposal for creating well‑connected, personalized campaigns that drive customers to act.

Footnotes
  1. [1]“State of Direct Mail: Business Insights 2026,” Lob, 2026.
  2. [2]Ibid.
  3. [3]“2026 Direct Mail Marketing Benchmark Report,” Franklin Madison Direct, 2026.
  4. [4]Ibid.
  5. [5]“Informed Delivery® Year in Review: January 2025 – December 2025,” United States Postal Service, January 2026.
  6. [6]Ibid.
  7. [7]“State of Direct Mail 2025,” Lob, 2025.
  8. [8]Ibid.

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