Direct Mail Marketing

Why the Surprising Rise of Direct Mail Is No Surprise at All

The original target marketing remains underutilized—here's why brands should check their physical send box

Illustration of a cartoon hand holding envelopes, with the top one reading — People still enjoy receiving mail, but it’s an underutilized tool with less competition in the mailbox.Adweek

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Take a closer look at the performance marketing industry and you’ll notice everyone trying to catch the next consumer headwind and ride every percentage uptick as long as possible. We’re constantly riding a wave of data—response rates, conversion rates, abandon rates—all in the name of better ROI.

Lately, we’ve seen a shift away from paid digital ads toward a new direction: direct mail. But it’s not a surprising change in course once you take a deeper dive into current conditions.

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