The annual report provides insights into targeted campaigns, consumer engagement, and best practices for direct mail optimization.

sg360°, a top direct mail provider in the U.S., has unveiled findings from the 2025 Future of Direct Mail research. This is the fifth annual research report of its kind, and for the fourth consecutive year, sg360° was invited to present key findings at the National Postal Forum. This year’s report analyzes how critical understanding of audience and advanced data targeting increases performance and overall return.

“As the world of marketing continues to evolve, data continues to be king,” said Tedd Aurelius, EVP, Marketing and Strategic Services, sg360°. “The 2025 Future of Direct Mail report provides a pathway for marketers to make smarter decisions during the second half of 2025 and effectively interact with consumers to achieve greater performance.”

Based on surveys of 490 marketers from manager-level to C-suite across multiple industries, and 1,037 consumers of all age groups, the data unveils key insights into the future of direct mail, including:

  • Highest Conversion Rate of Any Marketing Channel: Direct mail has a higher conversion rate than any other channel, with a 10% higher conversion rate compared to all other marketing channels.
  • Young People Love Mail: 18–24-year-olds show the highest engagement rate with direct mail, engaging with 31% of their mail received compared to a 24% average across all age groups.
  • Functional Call to Action: 76% of consumers took action due to direct mail, whether going online for additional research or saving the mailpiece for future use.
  • Monetary Transactions Made: 72% of consumers made a monetary transaction because of direct mail, including product purchases, personal loan applications, or charitable donations.
  • Overall Positive Sentiment: 70% of consumers feel positive about receiving direct mail, showing that targeted outreach continues to drive engagement.
  • Rising Marketing Spend: 84% of marketers have increased their direct mail budget, often shifting spend away from channels like social media and addressable television.

In addition to research into direct mail effectiveness, the report highlights best practices for brands that currently rely on direct mail or plan to incorporate it into their omnichannel mix. These include advanced data targeting, personalization beyond just a name, and innovative ways to capture consumer attention.

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