Direct Mail's Staying Power In A Shifting Market
Ryan Ferrier, CEO, Lob.
It's a time of real change for the mailing industry. The USPS is evolving, postage rates are rising and marketers are at the crossroads of major decisions. With new cost considerations and shifting postal operations, many are re-evaluating how and where to invest their marketing dollars.
But change doesn't have to mean instability. In fact, some channels are uniquely equipped to offer consistency when everything else feels in flux. Direct mail is one of them, continuing to be a high-performing, deeply trusted channel that meets people where they are and cuts through digital noise with lasting impact.
Here are three ways to leverage direct mail for clarity, stability and proven results, even when the environment is anything but predictable.
Your direct mail program works best when it's agile. Whether you're adjusting for seasonality, testing new audiences or planning around promotional windows, a more adaptable approach gives you room to respond without derailing your strategy.
Here are three things to consider (or reconsider):
• Adjust your mail class mix.
• Refine your audience to focus on higher-value segments.
• Shift timing to make the most of USPS incentives.
These kinds of levers give you options, and options mean control. Rigid strategies create risk. But with the right flexibility, direct mail can remain a stable, cost-effective part of your marketing mix, no matter what's happening around it.
Direct mail doesn't have to be expensive to be effective. When approached strategically, it can be a highly cost-efficient channel.
Targeted, thoughtful campaigns aimed at a smaller, high-intent audience will consistently outperform broad, untargeted blasts—especially when every dollar needs to count. By focusing on the right segments, you not only save on production and postage but also increase your likelihood of engagement and ROI.
So start with your campaign outcome in mind. Ask yourself: Can I refine my audience to focus only on the highest-value segments? This might mean filtering by purchase behavior, loyalty status, geography or engagement history. The more relevant the message and the tighter the targeting, the more impactful your campaign will be.
In times of change, people turn to brands they trust. And trust is built when you meet people where they are.
Direct mail gives you a real opportunity to do that. Use mail to deliver communications that feel personal, timely and relevant. That could be a service reminder, a birthday postcard or an offer tailored to recent behavior. These small signals reinforce that your brand is still paying attention.
You can also use it to educate. Share helpful, relevant content that is useful to your customers. The more you position your brand as a steady guide, the more likely they'll be to come to you when it counts.
It's a turbulent time, but panic isn't a strategy; preparation is. Direct mail is still a reliable, results-driven channel. And with the right focus, it can be a stabilizing force in your marketing mix.
Stay consistent. Be smart about costs. Focus on your customers.
If you do those three things, direct mail won't just help you weather the storm; it will help you stand out, convert more customers and offer real value at a time when people need it most.
Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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