As seen on Mailing Systems Technology: Operational Shifts and Strategic Wins for Mailing Professionals in 2025

Direct mail has upgraded. Mailing professionals in 2025 now use live data, engineered personalization, and seamless digital handoffs to turn print into measurable demand. In our latest Mailing Systems Technology feature, Franklin Madison Direct’s Director of Production, Paula Phipps, pulls back the curtain on the tech, tests, and operational shifts mailers must master to turn the channel into a growth engine. Read a sneak peek from the article below.

The following was originally published on Mailing Systems Technology.

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If you’re in the business of executing high-performance mail, now is the time to evolve.

According to the 2025 Direct Mail Benchmark Report from Franklin Madison Direct, 67% of marketers say their direct mail performance has improved over the past year, surpassing all other direct marketing channels.

This shift has significant implications — not just for marketers, but also for the operational teams working behind the scenes. From production managers to print service providers and in-house mail center directors, the demands on mailing professionals are becoming more complex, more frequent, and more strategic.

Here’s what the data says and what it means for your operation.

The Shift from Batch to Agile Mailings

The standard of quarterly mail drops is no more. Today’s marketers are embracing smaller, more frequent, and highly targeted campaigns, particularly for winback and lead remarketing efforts. The report shows that 57% of marketers are now mailing to these audiences monthly, a significant jump from just 38% in 2024.

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Keep reading on Mailing Systems Technology to learn how automation, personalization, and digital integration are transforming direct mail into a high-impact, data-driven channel.