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How USPS® Wins With Its Own Direct Mail and Digital Campaigns

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More than ever, marketers need to cut through the clutter of digital marketing and prove ROI. See how USPS generated significantly better results by combining digital marketing and direct mail.

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Smart marketers recognize that the best place to reach their customers is everywhere. In a multichannel world, choosing between direct mail and digital marketing isn’t an either/or decision—it’s an also/and strategy. When used together, these channels can reinforce one another, extending reach and improving campaign performance.

Now more than ever, marketers must find ways to cut through the clutter of digital marketing and prove ROI. A measurable and proven part of the marketing mix, direct mail can be seamlessly integrated with other channels and used in tandem with a wide range of digital tactics, from personalized URLs (PURLs) to QR Codes®.[1] With the right tactics in place, mail can drive stronger conversions while reducing overall campaign costs.

The United States Postal Service (USPS) makes regular use of direct mail in its own omnichannel campaigns. See what our marketing has revealed about how digital and direct mail work better together.

Direct Mail Drives Leads

When we added direct mail to a digital campaign, revenue doubled. Stronger conversions, lower cost.

Over the course of three years, USPS deployed numerous omnichannel marketing campaigns with and without direct mail. Campaigns using direct mail generated more leads than campaigns that were purely digital.[2]

Total Revenue Generated[3]

Animated infographic showing revenue doubled when using direct mail and digital, rather than digital alone, in a USPS campaign. Infographic showing revenue doubled when using direct mail and digital, rather than digital alone, in a USPS campaign.

Better Results With Direct Mail

Omnichannel campaigns that included direct mail delivered better results than digital‑only campaigns.[4]

Campaigns consistently generated significantly better results when direct mail was part of the mix or used alone.[5] Overall, direct mail drove more than twice the revenue of non-direct mail campaigns.[6]

Total Leads Generated
Without Direct Mail Support Included[7]
83,327

USPS Ground Advantage® Campaign in Action

Direct mail generated more leads, sales and revenue than other channels.[8]

In a 2023 omnichannel campaign for our USPS Ground Advantage service, direct mail drove more leads, sales and revenue than any other channel, with twice the ROI of any other channel.[9]

Leads
Sales
$
Revenue

Key Takeaway

Marketers’ direct mail spend is increasing[10] and going forward they intend to invest even more.[11] When used as part of an omnichannel campaign, direct mail can help cut through the noise of digital, scaling performance on every metric.[12] Whether utilizing mail on its own or combining it with digital, direct mail can significantly bolster your results.

Not sure how to get started? Work with a third-party vendor to help your direct mail campaign come to life. Find the information you need to begin here.

Footnotes
  1. [1]QR Code is a registered trademark of DENSO WAVE INCORPORATED.
  2. [2]“USPS Campaign ROI Analysis: With/Without Direct Mail,” United States Postal Service, May 2025.
  3. [3]Ibid.
  4. [4]Ibid.
  5. [5]Ibid.
  6. [6]Ibid.
  7. [7]Ibid.
  8. [8]Ibid.
  9. [9]Ibid.
  10. [10]“Delivering Performance: Direct, Digital and the Dynamics Shaping the Future of Omnichannel Marketing,” Winterberry Group, USPS Delivers, December 2024.
  11. [11]Ibid.
  12. [12]Ibid.

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