In this industry, we love a good data set, especially when it shows that direct mail is back in business. So check out the just-released 2025 Benchmark Report from Franklin Madison Direct. What’s particularly fun about this report is that it doesn’t just find that direct mail is on a comeback. It shows that direct mail is actively reshaping. 

Before explaining, let’s look at the goodies:

• Two-thirds of marketers report improved direct mail performance over the past year. Take some time to absorb that number—two-thirds.
• Mail outperformed every other marketing channel (including the digital darlings) in performance gains.
• Half of all marketers surveyed increased their direct mail budgets in the past year, and half plan to do it again next year.

What’s behind these numbers? According to respondents, it’s increased direct mail investment, higher mailing frequency, and regular creative testing. Imagine that! When you invest in direct mail, it gives back. 

What’s Working Now?

Indeed, Franklin Madison Direct found that the types of campaigns being sent by marketers are shifting. We’ve been talking about this for years, but now the data are bearing it out. According to the report, marketers are mailing more frequently to smaller, better-defined audiences.

Winback and remarketing campaigns, in particular, saw dramatic shifts. According to the survey, monthly mailings to these segments jumped from 38% last year to 57% this year.

According to the research, clients now want to execute smaller, highly personalized drops on rolling schedules. They want creative testing built into their campaign’s DNA. They want integration with digital channels that’s not an after-thought.

Yes, You Can Personalize Direct Mail

Respondents identified personalization as the top advantage of direct mail, jumping six positions from last year. This is a real win for print, showing that marketers are starting to figure out that digital channels aren’t the only ones that can be personalized. After all, data (you know, the thing that drives personalized direct mail campaigns) is, by definition, digital.

What do survey respondents mean by “personalization”? Coupons and discounts (78%), relevant product recommendations (52%), and personalized elements (4%). Ready to supply those elements at scale?

Not surprisingly, 97% of marketers say integrating direct mail with digital efforts has a positive impact on campaign performance. We would expect that. Indeed, that number went up seven points from last year. Among consumers, 38% say receiving both a mail piece and a digital ad from the same brand increases their awareness and consideration.

What Does “Integration” Mean?

But what does “integration” mean? Is it just sending both direct mail and an email? Should both channels have the same content? Different content? Should one build on the other? Or should they be standalone? It all depends on how you define integration. That’s the part that each printer has to figure out with its own clientele. Could be a pain point.

Other pain points? According to the study, targeting and data access, followed by performance tracking.

Speaking of the latter, the report shows that 95% of marketers test creative quarterly or more, with the majority testing 11% to 20% of their volume. This can become a great conversation starter for prospects. What are other marketers—their competitors—doing? What is their print provider doing (or not). Once you know, you can step in with something better.

What’s Coming Next

Ultimately, the research points to this: marketers, supported by their print providers, are “getting it.” As we, as an industry, test, refine, and grow, direct mail is evolving into something smarter, faster, and more measurable. For those of us who have been in the industry a long time, it’s a satisfying moment. Kind of like watching your kids grow up.