Accessible and scalable, digital has become the dominant marketing channel for many brands. While its impact can be immediate, its impression can be fleeting. For today’s digitally fatigued consumers, digital ads may end up being more intrusive than they are effective.
With hyper-connected consumers exposed to countless ads every day—whether via text, email, streaming service, out-of-home or social—many people have become overwhelmed by the sheer number of ads being served to them. Between ad blockers and spam filters, consumers also have more options than ever for tuning out or completely bypassing the content being delivered to them. In fact, 40% of U.S. consumers report unsubscribing from brand emails and texts at least once a week.[1]
To break through the clutter, marketers must find ways to elevate their digital marketing while offering consumers something that feels fresh, relevant and personal. By incorporating direct mail, brands can create campaigns that leave a lasting impression and encourage customers to act.
Deliver a Uniquely Tangible Experience
Where digital is ephemeral, direct mail is lasting. Unlike digital ads, which often appear for mere seconds while consumers are busy with something else, direct mail gets delivered right to customers’ doorsteps and can be looked through on their own time, when and where they choose.
With many consumers feeling the need to be continually “plugged in,” whether for working, socializing or shopping, the tangibility of direct mail can offer a welcome reprieve. While a digital ad will usually appear for mere seconds, a mailpiece may stay in customers’ homes for days. On average, advertising mailers are kept in people’s households for 17 days,[2] and 36% of consumers report having a specific place in their house where they save print ads of interest.[3]
Beautifully designed or interactive mailpieces have a higher chance of lingering, whether on coffee tables, desks or refrigerators. Items worth saving will also have better staying power; simple freebies like helpful checklists, branded bookmarks and stickers can make customers feel appreciated while keeping a brand top of mind. And because mail gets delivered to an entire household, multiple people may see one mailpiece. In fact, 51% of U.S. consumers say they often or sometimes share direct mail with friends and family.[4]
Sensory
Enhancements
Specialty inksarrow_right_alt, pop-ups, textures and even scents can add novelty, dimension and intrigue to direct mail campaigns. For a mailer promoting an exclusive credit card, embossed lettering and sleek metallic finishes can exude luxury. A spa hoping to draw in more customers may include a scratch-and-sniff postcard to highlight their most popular aromatherapy options, while a furniture brand may include small samples of different upholstery options.
These sensory enhancementsarrow_right_alt not only imbue a sense of novelty into campaigns but can also activate emotions, helping brands forge more authentic and meaningful customer connections. Against the constant barrage of digital ads, a tangible medium like direct mail can feel special and personal. Even though physical media requires 21% less cognitive effort to process than digital media, it generates stronger emotional responses and better memory retention.[5]
Seamlessly Integrate Print and Digital
With the latest innovations and technologies, direct mail can be seamlessly connected to digital channels—making it easy for customers to explore while providing marketers with clear attribution and performance metrics. The synergy of digital and direct mail can be much more powerful than either channel on its own.
Including a QR Code®[6] on a mailer, for example, allows recipients to quickly scan the code with their smartphone in order to be led to a landing page, online shop, social platform, video or other digital content. Near field communication (NFC)arrow_right_alt offers another accessible, affordable way to connect digital and physical efforts. By embedding wireless NFC tags or stickers into direct mail, companies can seamlessly connect customers to their online presence—whether it be their social platform, an interactive quiz, or a form to fill out to receive a free quote or consultation.
On the more advanced end of the spectrum, innovations like augmented reality (AR)arrow_right_alt can provide customers with 3D digital experiences that bring a brand’s offerings to life. With AR-enabled mailpieces, recipients can launch dynamic, immersive content simply by placing their smartphones over the mailer, allowing static images to become animated.
An AR experience could take customers on a virtual tour, showcase a new product line or offer a unique shopping experience. Including hotspots—interactive links customers can tap on for more information—can make it easy for them to explore further. These hotspots could provide expanded product details, allow customers to add the item to their cart, or even show them how an item would look in their home.
Key Takeaway
While digital remains the dominant marketing channel for many brands, its efficacy may be waning as consumers become fatigued and overwhelmed by the constant influx of ads. To connect with customers in a more meaningful way while keeping their brands top of mind, marketers must find ways to deliver memorable, resonant messages with real staying power.
With the integration of direct mail into omnichannel campaigns, marketers can deliver tangible campaigns that encourage interaction, activate emotion and seamlessly connect to their digital channels.
To learn more, dive into our other content, including proprietary research on the consumer psychology behind direct mail and how mail can be used to drive measurable ROI.
For a short summary of this article, explore our infographic.
Download Infographicarrow_right_altFootnotes
keyboard_arrow_down- [1]Jeremy Goldman, “US consumers overwhelmed by brand emails and texts,” EMARKETER, Oct. 7, 2024. arrow_right_alt
- [2]“Direct Mail Statistics Marketers Should Know in 2024,” Postalytics. arrow_right_alt
- [3]“Direct Mail Influence Study: How Do Consumers Respond to Direct Mail in the Age of Digital?” R. R. Donnelly & Sons Co., 2024. arrow_right_alt
- [4]“2024 State of Direct Mail Consumer Insights Report,” Lob, 2024. arrow_right_alt
- [5]Dr. Jonathan Zhang, “Maximizing Marketing Impact: Why Direct Mail Deserves a Place in Every Multichannel Strategy,” 2025. arrow_right_alt
- [6]QR Code is a registered trademark of DENSO WAVE INCORPORATED. arrow_right_alt
