Marketing moves fast. New channels, trends, and tools seem to pop up every month—but one approach has stood the test of time: direct mail. In 2025, it’s not just surviving, it’s evolving. The real question for businesses isn’t whether direct mail works, but how to make it effective in a crowded, digital-first world.

This series will walk you through proven strategies that ensure your direct mail campaigns cut through the noise and deliver measurable results in 2025.

Step 1: How to Define Goals and Target the Right Audience for Direct Mail in 2025

Every effective direct mail campaign in 2025 begins with two critical questions: What’s the goal? and Who are you talking to?

• Clarify your goal confidently. Whether you’re aiming to drive online traffic, boost in-store visits, or introduce a new product, mailbox deliverables offer lasting clarity. Direct mail boasts open rates of 80–90%, compared to just 20–30% for email (Data Axle USA, Postalytics)
• Know your audience intimately. Whether targeting current customers, potential buyers in a specific region, or niche segments ripe for your latest offering, personalization matters. In fact, 97% of direct mail marketers report higher response rates when campaigns are personalized, with a majority seeing “significantly better” results (Amra and Elma LLC).
• Choose the right format for your objective. Postcards work best for quick calls-to-action, while catalogs or journals are ideal for showcasing products and storytelling. USPS data shows oversized mailers and catalogs often achieve higher engagement because they stand out in the mailbox.

Source: Data adapted from Postalytics and the Data & Marketing Association (DMA/ANA) response rate benchmarks (2023–2024).

By anchoring your campaign in measurable goals and audience clarity—and enhancing your strategy with personalization and format choices—you’ll not only reach more people but truly resonate with them.

💡 This is the first article in our Direct Mail Tips for 2025 series. Stay tuned for Step 2: Design That Delivers.