Direct Mail Makes Comeback as Brands Bypass Digital Clutter

Qualtrics and Paycor blend boxes and paper with data and personalization to make a statement with customers and business partners

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On its pulpy surface, direct mail is a 20th century relic fundamentally at odds with efficient, digital, 21st century marketing. But it pays to look at the whole package.

Last year, business-to-business marketing firm Integrate and research partner Demand Metric conducted a survey of more than 500 b-to-b marketers and found that 60% reported their budgets were being cut going into 2023. Despite this, many planned to maintain or increase the amount they spent generating demand (61%) and marketing to customers (72%).



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