BY Kathy Crosett
Is direct mail relevant in the digital age? The short answer is yes, based on new findings from Lob’s July 2026 State of Direct Mail study. And our research, AudienceSCAN from AdMall, shows that 30% of U.S. adults took action based on a direct mail promotion they received in the past month.
How direct mail impacts consumer purchase decisions
As consumers search for deals in today’s challenging economy, direct mail provides marketers with an effective way to connect. Lob’s data shows that 34% of consumers have made severe or significant changes to the way they shop, including cutting back. AudienceSCAN, the consumer behavior survey from AdMall, echoes these findings. That study indicates that the cost of everyday living impacts what 39% of U.S. adults purchase. To cope, they check out direct mail regularly for discounts and coupons.
Consumer actions after receiving direct mail
When consumers receive a piece of direct mail, 46% have used an offered discount. “87% of economically strained consumers have taken action after receiving direct mail,” reports Lob. And these consumers are particularly open to direct mail from a new brand, especially if it includes a way to save money.
Around 45% of direct mail respondents have searched online after receiving a promotion, reports AudienceSCAN. And Lob research underscores the importance of making direct mail for small business work with other forms of marketing. For example, 20% of consumers would scan a QR code to learn more about the brand being promoted in the direct mail piece.
What is the direct mail response rate?
Numerous studies report that direct mail response rates range from 2% to 9% depending on the type of list a marketer uses. A prospect list yields a response rate on the lower end of the range while a B2C house list can generate a 9% response rate. And your clients can count on around a 29% return on investment.
Why does direct mail work?
Consumers hold direct mail in high regard. Over 50% believe brands that use direct mail have more credibility than online-
Consumers may be totally engaged with all things digital, but direct mail for small business can deliver a big impact. That’s because consumers are increasingly taking a break from their connected lives.
The mail is delivered on a daily basis. And 66% of baby boomers check their mail every day. 53% of Gen Zers say the same. But motivations and behavior differ between generations. Around 47% of Gen Zers read their mail immediately, while 47% of baby boomers do.
How does AdMall support direct mail for small business?
Direct mail for small business can work for your accounts when you help them target their audiences. AdMall makes that easy with the Prospect by Ad Response tool. Using this tool, media sellers can learn which audiences have the highest response rate to direct mail promotions. Sellers can then approach small businesses and locally owned franchises with proposals for a direct mail campaign.
The Lob data highlights that over 20% of U.S. adults will take action based on direct mail that is relevant to their local community. With AdMall’s market intelligence, media sellers and agencies can determine where consumer spending is highest for multiple categories such as pet services, live entertainment for catered affairs, hunting and fishing equipment, and more by zip code. Using AdMall’s market intelligence to target consumers with a direct mail for small business promotion can yield success similar to what this media seller experienced.
Image by Michael Burrows on Pexels
