Third Annual 2025 State of Direct Mail: Consumer Insights Edition Reveals Unexpected Finding —Gen Z and Millennials Respond to Direct Mail and Expect More from Brands
SAN FRANCISCO, June 25, 2025 /PRNewswire/ — Lob, a direct mail automation platform that brings the power of digital to direct mail, announced today the release of its third-annual report, State of Direct Mail: Consumer Insights Edition. The report reveals that as consumers become overwhelmed with digital marketing, younger populations are embracing direct mail. Gen Z and Millennials view direct mail as a trusted and personalized channel for brand communication, and they’re responding to it at higher rates than any other generation. These younger consumers are not only more likely to engage with direct mail but also to take meaningful action as a result.
The findings, based on a nationally representative survey of 2,000 U.S. adults, show that 85% of Gen Z and Millennials respond to direct mail, with 67% taking action such as making a purchase or signing up for a service. For these consumers, printed pieces feel more personal, credible and worth their attention. Additionally, nearly 40% of Gen Z and Millennials have made a purchase at least once as a result of receiving a printed mail piece from a brand.
“People are inundated with digital advertising. Our report confirms that consumers are craving real, tangible touchpoints from brands,” said Ryan Ferrier, CEO of Lob. “Direct mail earns attention in ways digital often can’t, by showing up as personal, thoughtful and more human.”
Key Findings Reflect Shifting Consumer Expectations
Additional findings from the report highlight direct mail’s performance over digital and a growing demand for marketing that feels genuine and personalized. Key insights include:
- Digital burnout is real: 58% of consumers feel overwhelmed by digital brand messages. In contrast, 53% say direct mail feels more special, valuable or exclusive.
- Direct mail builds trust: Nearly half of consumers perceive brands that send direct mail as more credible than those relying solely on digital channels, with 44% saying direct mail feels more authentic or trustworthy than digital marketing.
- Direct mail engagement reaches a new high: 84% of consumers read direct mail immediately or the same day they receive it, an increase from 70% last year.
- Irrelevance is the #1 reason direct mail fails: 72% of consumers toss mail that feels irrelevant, while 67% take action when it includes a personalized detail. However, consumers expect personalization to extend beyond using their name; offers, timing and tone also play a pivotal role in driving a response.
- Offers, relevance and brand recognition result in conversions: Three key factors drive conversions: compelling offers, message relevance and brand recognition. 52% take action when presented with a strong offer, 44% do so when the message feels relevant and 42% act when they’re familiar with the brand.
- Mail is a retention and loyalty driver: 81% say they’re more likely to re-engage with a brand after receiving a direct mail piece.
- High-income consumers have high expectations—and conversion potential: Conversions are more likely among those earning $100,000 or more. This population is also more sensitive to poor targeting and volume.
What the Findings Mean for Marketers
While digital ads still dominate marketing budgets, this data shows consumers want marketing to feel genuine and thoughtfully crafted. Visual design, relevance and dynamic personalization that go beyond surface-level details are now more critical than ever. As marketing leaders rethink their channel mix, measurements of success and strategies for building consumer trust, the findings underscore the need for brands to differentiate themselves in an increasingly crowded landscape.
Privacy concerns, ad blocking and artificial intelligence are also pushing brands to adopt more authentic, permission-based strategies that break through consumer skepticism. The report data highlights that direct mail is not an outdated channel, but a results-driven strategy that builds loyalty and conversions across the funnel. It is also a vital part of a well-rounded omnichannel marketing strategy, not a standalone tactic.
Lob commissioned the study with Kelsey White Research Consulting and developed the 2025 State of Direct Mail: Consumer Insights Edition following the release of its business-focused edition earlier this year, the State of Direct Mail 2025. For further information or to view the report’s full findings, please visit https://www.lob.com/state-of-direct-mail.
About Lob
Lob is a direct mail automation platform founded in 2013 that brings the power of digital to direct mail. With its nationwide Print Delivery Network (PDN) and end-to-end automated platform, Lob enables businesses to build personalized, high-quality direct mail programs at scale. Marketing, product and operations teams can automate campaigns, connect direct and digital channels and optimize performance through real-time measurement. Named Mail Service Provider of the Year in 2024 by the National Postal Forum and winner of Postman’s Best API award of 2024, Lob is trusted by more than 12,000 brands, including L’Occitane, Ro and Simplisafe. Learn more at lob.com and connect with us on LinkedIn.
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SOURCE Lob