Direct Mail Webinar Recap: The Mailbox Strikes Back

“Direct mail is dead.” You’ve likely heard that phrase before, but our recent direct mail webinar hosted by Chief Marketer proved this couldn’t be further from the truth. “The Mailbox Strikes Back” session showed how direct mail is not only holding its ground but outperforming digital in key areas such as acquisition cost, consumer engagement, and long-term ROI.

The discussion featured Jacqueline Johnson-Leiser (VP, Marketing Creative, Franklin Madison) and Preston Carroll (Director, Data & Analytics, Franklin Madison Direct), who explored findings from the 2025 Direct Mail Marketing Benchmark Report. The report captures insights from 350 decision-makers and 600 consumers to reveal how direct mail is reshaping the marketing landscape.  

If you missed the live session, here are four key takeaways highlighting why the mailbox matters in 2025 and beyond. You can also watch the full recording of “The Mailbox Strikes Back” below.

4 Key Takeaways from the Direct Mail Webinar

Direct Mail vs. Digital: New Performance Benchmarks

The benchmark data shows that direct mail’s performance is rising at a time when digital efficiency is declining. 67% of marketers report improved direct mail performance in the past 12 months, and half of marketers increased their budgets.

When compared to other direct marketing channels like email and social media, direct mail is delivering the strongest year-over-year performance gains. Marketers identified mail as the most effective channel for winback, customer acquisition, and upsell/cross-sell initiatives. 

Consumers validate these results, ranking direct mail as the second most influential direct marketing channel overall. 59% of consumers say they enjoy receiving mail because it is tangible, personal, and something they can refer to later. In a digital-first world, that sense of connection stands out.

How Smart Targeting and Creative Win Attention

Strong results come from a balance of data and creative testing. Nearly all marketers (95%) reveal they test new creative at least quarterly, while 42% regularly test new data sources. This consistent experimentation helps marketers identify when performance is slowing and refresh their programs before engagement declines.

The payoff is clear. 70% of consumers say they read or engage with the mail they receive, and nearly one in four have made a purchase from a mailer in the past year. Testing and refinement remain essential to keeping campaigns fresh and effective.

Why 97% of Marketers Say Integration Drives Lift

Direct mail is powerful on its own, but its performance skyrockets when paired with digital tactics. 97% of marketers say integrating direct mail with digital efforts positively impacts performance. This represents a seven-point increase from 2024 and reinforces the value of a seamless customer journey.

Marketers report that when the look, tone, and timing of a mail piece align with the brand’s online experience, conversions increase both immediately and in the long run. More than 90% of marketers now use campaign-specific landing pages to connect offline and online experiences, ensuring consistent messaging across touchpoints.

How Today’s CMOs are Scaling Growth with Direct Mail

As digital costs rise and inboxes overflow, CMOs seek channels that deliver trackable impact with greater efficiency. 87% of marketers plan to maintain or grow their direct mail investments in 2026, citing its ability to reach audiences with precision and authenticity.

Here are a few examples of how Franklin Madison Direct has helped brands achieve measurable growth:

• A digital-focused home protection provider shifted from a digital-first model to a direct-to-consumer mail strategy. Testing multiple creative, list, and offer combinations led to a 120% increase in sales rate.
• An experienced mailer faced declining customer value and turned to predictive modeling to refine targeting. The result was a 50% lift in average order value and consistent, double-digit ROI growth.
• A retail brand leveraged the FactorTest methodology to evaluate new prospect models and creative. The test achieved a 479% ROI in just 60 days.

Each case demonstrates that direct mail can deliver tangible business growth when it is data-driven, creatively sound, and strategically integrated.

Looking Ahead

Direct mail has re-emerged as a key player in a balanced marketing mix. Its evolution from a traditional medium to a modern, data-informed channel gives marketers new ways to reach audiences meaningfully and efficiently.

To explore the full findings from the 2025 Direct Mail Marketing Benchmark Report, or to learn how Franklin Madison Direct can help you apply these insights to your program, download the report here or contact our team to start a conversation.