The advent of AI and the growing pressure to prove results across a growing and complex mix of channels is driving an industry‑wide movement toward performance marketing. Why? Because it’s highly measurable and results driven.
This shift, along with growing consumer distrust in digital ads, is prompting the need for channels that are both credible and can deliver real results. This is the power of direct mail.
Top Insights: At a Glance
- The pressure is higher than ever for marketers to prove ROI—driving the movement to performance marketing.
- AI is accelerating performance marketing but is also spurring consumer distrust, making it harder to connect.
- The Winterberry Group report data shows that direct mail strengthens marketing performance across channels and that customers also perceive it as credible.
- USPS offers the expertise needed to help marketers succeed with direct mail and AI to deliver measurable results.
Credibility is becoming the ultimate performance driver
In this new AI‑disrupted marketing landscape, direct mail can help your brand earn that all‑important trust while delivering true data‑driven, omnichannel performance that can give your marketing a competitive advantage.
Nearly half of consumers view brands that send direct mail as more credible than those who do everything digitally.[1]
“Digital and tangible channels, such as direct mail, out‑of‑home and other physical channels, are going to become more important with the rise of AI because they are harder to fake and convey a greater sense of inherent trust.”
—CEO, Marketing Agency[2]
As the Winterberry Report shows: AI and direct mail are more powerful together
What are the most significant benefits your organization has realized from the use of AI in support of its DM programs?
(% of respondents)
“The standout feature is AI‑powered omnichannel orchestration, combining digital and direct mail touchpoints to improve customer experience and conversion rates.”
—Director, CPG[3]
Frequently Asked Questions
How is AI disrupting marketing outcomes?
How can direct mail help marketers overcome AI disruption?
How can USPS help marketers adapt and overcome in an AI‑driven landscape?
Key Takeaway
The potential of AI to enable more connected, omnichannel customer experiences depends on more than technology alone—it also depends on trust. That’s why marketing that feels credible and delivers measurable outcomes will be better poised for success. And it’s why trusted high‑impact channels like direct mail can help marketers drive engagement and ultimately boost performance.
With deep expertise and innovative solutions, USPS is ready to help marketers connect physical and digital channels to create more coordinated customer experiences, elevate engagement, and drive measurable results.
Footnotes
keyboard_arrow_down- [1]“State of Direct Mail 2025: Consumer Insights Edition,” LOB, 2025. arrow_right_alt
- [2]“Delivering Performance in the Era of AI: Technology, Data, and New Opportunities to Unlock Omnichannel Success,” Research sponsored by USPS and NaviStone, Winterberry Group, June 2026. arrow_right_alt
- [3]Ibid. arrow_right_alt
