Banking Brands: Direct Mail Isn’t Going Anywhere … But It Is Changing

Direct mail serves as one of the most reliable acquisition and retention engines for banking brands. According to the American Bankers Association, bank marketers recognize that they are increasingly responsible for driving revenue growth across various business lines.  

However, many direct mail programs become inefficient because their underlying strategies fail to evolve with modern data, changing customer expectations, and the complexities of customer journeys. 

This article breaks down what’s changing and how to optimize your program for greater effectiveness within your institution. 

Better Data Makes Better Mail 

Banking brands sit on a deep pool of data, yet many programs use only a fraction of it. If your list hasn’t been refreshed, expanded, or re-modeled recently, you’re likely mailing consumers who aren’t in-market and missing those who are signaling need right now. 

Here’s how you can modernize your targeting strategy: 

• Combine prescreen, ITA, bureau, and reseller data for maximum reach 

• Update models to reflect current credit movement and deposit trends 

• Understand who’s showing active financial intent through recent behavior 

• Avoid fatigue by reducing sends to segments that have already been saturated 

It’s not always in your best interest to simply increase frequency. Focus more on the quality of your mailing list to improve performance without overspending. 

Your Mail Should Persuade, Not Just Inform

Banking products aren’t impulse buys. Whether you’re promoting checking accounts, savings, HELOCs, personal loans, or other core offerings, your mail has one job: make the consumer feel it’s worth their time. 

But too many pieces read like disclosures with a headline. This leaves mailing pieces lacking when approximately 72% of Gen Z consumers expect banking to be tailored to their needs.  

Consumers want clarity. They want to know what’s in it for them. They want a reason to act now, not just an APR and a list of features. 

High-performing banking direct mail tends to: 

• Put the core message in front of the reader in seconds 

• Lead with the consumer’s benefit 

• Keep supporting details digestible instead of overwhelming 

• Use visuals that feel authentic and relatable 

The goal is to convey a single, compelling message that is impossible to ignore. Don’t be afraid to refine your creative strategy and test new formats if your performance has flatlined.  

Direct Mail Performs Better with Digital 

Consumers no longer behave in straight lines. They might open your mailer, search for your brand, check their mobile banking app, browse your website, and apply three days later. When your channels reinforce each other, your message has a higher likelihood of sticking.  

In our April 2025 survey of 90 financial services marketers, we found that nearly all (97.7%) believe that combining direct mail with digital channels improves campaign results.  

Here are a few ways banking brands can connect the dots: 

• Use QR codes and PURLs to shorten the path to the application 

• Have a landing page tied directly to your mail campaign 

• Leverage multi-touch attribution models to measure impact 

• Activating your offline lookalike models across online channels 

Mail demands attention. Digital offers convenience. Together, they give you conversions. We recommend working with an experienced agency partner to connect online and offline strategies seamlessly. 

The Future is Bright for Banking Brands 

Bank consumers still respond to direct mail, especially when the message is clear, the targeting is smart, and the next step is simple. If your program hasn’t evolved or scaled in the last few cycles, this is your moment to move from blunt to precise.