How to Personalize and Test Direct Mail Campaigns

Retailers are sharpening their strategies as consumer expectations shift toward more personalized and relevant experiences. With email inboxes overflowing and digital ads fighting for attention, direct mail steps up as a channel that delivers lasting impact.

The 2025 Direct Mail Marketing Benchmark Report examines how marketers use direct mail today, the challenges they face, and how consumers engage with the channel. Backed by research from 350 marketing leaders and 600 consumers, the report provides a comprehensive look at the current state of direct mail.

Allocate Spend Toward Personalized Mail

Marketers report strong direct mail performance, with 67 percent seeing improvements over the past year. Mail is outperforming digital channels like email and social media, effectively meeting key business objectives. For retailers, this boost may be linked to advances in personalization.

If you’re focused solely on digital, you may be leaving conversions on the table. By shifting your budget toward personalized direct mail, you’ll rise above the digital noise to capture new customers and nurture loyal audiences. Don’t miss out — 87 percent of marketers plan to increase or maintain their investment in direct mail in the coming year.

Test Creative and Data Regularly

Almost all marketers now test creative at least quarterly, and many also experiment with data sources to refine targeting. This test-and-learn approach is paying off, with marketers reporting more responsive audiences and better return on investment.

Retailers are especially embracing testing for win-back and remarketing campaigns. In fact, 70 percent of marketers are mailing to these audiences weekly or monthly. By testing regularly you’ll gain key insights to ensure your direct mail program remains impactful.

Keep Frequency Smart and Sustainable

One of the most common questions from marketers is how often to mail. Consumers tell us that two to three direct mail pieces from a single brand in a year is ideal, yet many consumers admit they need more than one touch before making a purchase decision. That means a balanced frequency strategy is essential.

Retailers are shifting away from large quarterly blasts and favoring smaller, more frequent mail drops. This shift ensures timely offers and provides more opportunities to learn from campaign results.

Integrate Mail and Digital to Amplify Reach

Nearly all marketers integrating mail with channels like email, SMS, or digital display report stronger results. Consumers agree, as 40 percent say receiving both a mail piece and a digital ad from the same brand increases their likelihood of engaging. That combination creates a sense of recognition and consistency that builds trust and loyalty.

Retailers are connecting mailers to custom landing pages, follow-up emails, and retargeting ads. This extends the message’s impact and makes it easier to measure results across channels. If you want to maximize CPA, integration is a key performance driver.

Offer Value That Motivates

In a price-sensitive market, consumers seek offers that deliver real value. While many marketers continue to rely on percentage-off promotions, consumers often respond more strongly to dollar-based discounts. For instance, a clear “$15 off” may resonate more than “15% off” because it feels more tangible and immediate.

Retailers that align offers with consumer preferences will see stronger conversions. Pair these incentives with personalization (e.g., tailoring the offer to past purchase behavior) and your mail piece becomes even harder to ignore. A compelling, relevant offer can be the final push that moves a shopper from browsing to buying.

The 2025 Direct Mail Marketing Benchmark Report is an essential tool for marketers seeking to enhance the effectiveness of their retail direct mail campaigns. Download the full report to explore the top trends and strategies in direct mail marketing.

Jacqueline Johnson-Leister is the vice president of marketing and client services at Franklin Madison Direct, an award-winning direct response agency.