By Richard Croxford, Account Manager
I think direct mail campaigns are still amazing marketing strategies.
There. I said it. And before you roll your eyes and mutter something about QR codes and TikTok campaigns, let me explain.
I’ve worked on digital-first campaigns more often than I can count and I’m still a big fan of social media or email-focused campaigns.
But I do think it’s time you had a serious think about direct mail. Specifically, the fact that it’s not dead. Not even close…
In a world of noise, quiet stands out
Here’s a question for you:
How many emails did you delete this morning before your first coffee? Twenty? More?
Now think about how many letters or postcards you physically opened this morning.
I’m willing to bet that number is much lower.
We live in an age of notification fatigue – everyone’s inbox is a war zone, and digital ads are background noise.
But your doormat? That’s still sacred. Still uncluttered. Still tangible.
That’s why, in my opinion, direct mail still has a place in a digital world.
When we send out a beautifully crafted piece of print – something textured, well-designed, with a clever message or irresistible offer – it lands physically in someone’s hand.
It gets noticed. It gets read. It gets stuck to the fridge or put in the bowl you have on your kitchen counter.
Digital, on the other hand, can’t do that.
Data + creativity = a killer combo
The old complaint about direct mail is that it’s expensive and hard to measure and to some degree, I understand that argument.
You’re paying for printing, postage, and design – and you want a return that you can actually measure.
That’s where I think most people go wrong. They treat it like a mass broadcast channel rather than a bespoke, data-driven campaign.
The best direct mail campaigns are smart, hyper-targeted, and fuelled by data so you’re not really sending out 10,000 generic leaflets to random addresses.
Instead, you’re sending out 500 perfectly pitched mailers to people who are ready to act.
In other words, if you pair great data with a bit of creative bravery, suddenly your mail campaign isn’t just a cost – it’s a statement.
Trust is physical
One of the biggest changes in consumer behaviour over the past few years (and I say this wearing my “account manager who watches marketing trends” hat) is distrust.
We don’t trust paid ads. We don’t necessarily trust influencers. We don’t trust emails that just drop into our inbox out of nowhere.
But oddly enough, we do trust a nicely printed letter. It feels considered and intentional. There’s no cookie tracking or algorithms.
Just a business reaching out, in the most human of ways.
It says, “We took time over this.”
In a world full of ephemeral messaging, direct mail has permanence.
What makes good direct mail in 2025?
Let me be clear – bad direct mail is still bad.
If you’re sending out limp A5 flyers with Comic Sans headlines and vague calls to action, you’re wasting trees and everyone’s time.
But good direct mail really works.
Here’s what I think makes a brilliant campaign:
· Personalisation beyond just “Dear Jane.” Make it feel personal.
· Strong design. Not pretty-for-pretty’s-sake, but intentionally designed.
· An offer or message. No fluff, no “synergy” or “solutions,” Just genuine value.
Also, you should always follow up with email or phone calls to make it part of a longer, more thought-out user journey.
Direct mail: It’s a renaissance
Direct mail is about moments of connection with your audience.
We’re seeing brands rediscover print as a way to cut through the noise and customers get excited about beautiful things again – things you can hold, open, display.
And our clients are seeing their target audience respond.
If you’re not using it – or you tried it once in 2009 and gave up – it might be time to rethink.
As someone who’s seen the magic happen firsthand, I can tell you – there’s life in the old envelope yet.
Your next big win might not be in the inbox, it might be in the letterbox…
Want to talk about direct mail? Speak to the JE consulting team!
