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Some marketers and business owners might wonder if traditional methods like direct mail are still effective. While it’s true that digital marketing strategies have grown in prominence, direct mail has not only persisted but continues to offer unique advantages. In this article, we will explore the relevance & effectiveness of direct mail, how to track its effectiveness, and provide evidence of its continued success in reaching customers effectively to fully answer if direct mail still works.

Types of Direct Mail

Direct mail comes in various forms, each serving unique marketing needs and target audiences. Some of the most common types include:


These are cost-effective and great for brief, impactful messages. They stand out in a mailbox and are often used for promotions or announcements.


Personalized letters can create a sense of direct communication between a business and its customer, ideal for detailed communication or special offers.

Oversized Mailers

Larger than standard mail pieces, these are hard to ignore and can be very effective for high-impact visuals or substantial information.

These diverse formats allow marketers to tailor their messaging and design to the specific preferences and behaviors of their target audience, enhancing the likelihood of engagement.

How to Track Direct Mail Effectiveness

To truly understand if direct mail still holds value, one must employ effective tracking methods. Some reliable ways to measure the impact of your direct mail campaign include:

Custom URLs

Provide a unique URL on your mail piece that directs recipients to a specific landing page. This allows you to track visits directly attributed to the mail campaign.

QR Codes

Similar to custom URLs, QR codes can be scanned by smartphones, directing users to online resources while allowing you to track engagement.

Phone Calls

Use a dedicated phone number on your mail pieces to track how many calls are generated from the campaign.

These tracking techniques provide concrete data on customer engagement and campaign effectiveness, enabling businesses to optimize their strategies based on actual results.

How Effective Is Direct Mail?

Contrary to the belief that direct mail has been overshadowed by digital methods, statistics reveal its remarkable efficacy. Research shows that direct mail achieves a higher response rate compared to email and other digital channels. The tactile aspect of physical mail combined with the increased trustworthiness perceived by consumers contributes to higher engagement rates. Furthermore, when integrated with digital strategies, direct mail campaigns can significantly boost overall marketing effectiveness, creating a more robust, multi-channel approach.

Every Door Direct Mail (EDDM)

The USPS’s Every Door Direct Mail service has simplified the process of sending direct mail. EDDM allows businesses to target geographical areas without needing addresses, lowering costs and improving ease of use. This service is particularly beneficial for local businesses aiming to reach every household in their vicinity, ensuring comprehensive coverage and increased brand awareness.

Not only does direct mail still work, but it remains a highly effective component of integrated marketing strategies. Its ability to reach a targeted audience with tactile, engaging content continues to yield impressive results, proving its worth amidst a sea of digital options. Whether you’re a small business or a large corporation, leveraging direct mail can enhance your ability to connect with customers on a meaningful level.

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