Leverage direct mail to reach audiences with precision, scale, and impact.
As 2024 winds down and marketing teams finalize their holiday campaigns, the focus is already shifting to how they can innovate and gain a competitive edge in 2025. One channel that continues to prove its value? Direct mail.
Direct mail has been experiencing a resurgence, and for good reason. In an increasingly saturated digital landscape, it cuts through the noise and delivers messages that resonate. Let’s take a closer look at why direct mail is a must-have in your 2025 media mix.
Direct Mail’s Growing Impact
The numbers speak for themselves:
- 74% of marketers agree that direct mail delivers the best ROI, response rates, and conversion rates among all channels.¹
- 66% of consumers say direct mail has inspired them to take action, such as visiting a brand’s website or making a purchase.²
- Direct mail ranks among the top three most trusted marketing channels, trusted by twice as many consumers as online display ads.³
- As digital ad costs rise, 60% of marketers increased their direct mail budgets in 2024.¹
- In Canada, direct mail continues to show impressive growth. Canada Post reported a 14.4% revenue increase in 2022, with another 5.3% growth in the first three quarters of 2023.⁴ This upward trend underscores direct mail’s importance as a trusted, high-impact channel.
Why Direct Mail Matters Now
Marketers face growing challenges: stricter privacy regulations, the restrictions on and potential end of cookies altogether, and increasing digital competition. As they pivot strategies, direct mail offers a reliable solution:
Precise geographic targeting: Leveraging six-digit postal codes provides a privacy-compliant, accurate way to reach audiences.
Higher engagement: Direct mail consistently drives better engagement and higher response rates than many digital channels.
Omnichannel integration: By using intelligentVIEW, marketers can connect direct mail to digital, social, and out-of-home (OOH) channels, ensuring seamless campaigns.
Direct Mail: The Key to Omnichannel Success
To truly maximize results, marketers must adopt omnichannel strategies that connect direct and digital targeting. However, many advertisers mistakenly believe they’re reaching the same audience across channels by simply selecting the same attributes on different platforms (Facebook, TikTok, Google DV360). This isn’t the case.
The solution? The six-digit postal code.
As a privacy-compliant, unique common identifier, postal codes allow marketers using intelligentVIEW to target the exact same audience across digital, social, and direct channels. This precision ensures consistency and drives better campaign performance.
According to a recent study, 39% of marketers are now integrating direct mail with other channels and seeing significant benefits.⁵ These include:
- Precise geographic targeting across media channels.
- Higher engagement and personalization.
- Improved ROI and better lead generation.
Why intelligentVIEW Is Your Direct Mail Advantage
With intelligentVIEW, direct mail becomes the cornerstone of your omnichannel campaigns. Our platform helps you efficiently:
- Build and profile audiences using real-time data.
- Activate campaigns across digital, direct mail, and traditional channels.
- Leverage insights to improve targeting, messaging, and media mix strategies.
As the marketing landscape evolves, intelligentVIEW offers a future-proof solution for Canadian marketers. By providing up-to-date, privacy-compliant data and actionable insights, it empowers you to reach your audience with precision, at scale, and across all channels.
Make 2025 Your Year for Omni-Channel Success
As marketers continue to leverage direct mail alongside digital campaigns, the ability to activate omnichannel programs will be a vital asset for success in 2025.
Discover how intelligentVIEW can help you connect your direct and digital campaigns for better ROI. Request a demo today.
Sources:
¹ Lob & Compare Media: The State of Direct Mail 2024
² Lob & Compare Media: The State of Direct Mail 2023
³ MarketingSherpa
⁴ Canada Post
⁵ Marketing Charts – The Changing Role of Direct Mail