Direct mail remains one of the most misunderstood marketing channels. In today’s digital world, many dismiss it as “outdated” or “inefficient.” But the facts say otherwise—year after year, statistics prove that mail is still among the most effective marketing tools. Let’s clear the air and debunk seven of the biggest myths about direct mail.
7. Direct Mail Is Hard to Personalize
Many assume direct mail campaigns send identical pieces to everyone—no variety, no personalization. That’s not true. Variable Data Printing (VDP) lets you tailor each mailer with details like name, age, gender, or occupation. These personalized touches make every piece feel unique and relevant to the recipient. People respond best when a message feels made for them. Want to know how it works? Check out our guide to VDP.
6. Nobody Opens Their Mail
Think most people toss marketing mail straight into recycling? Think again. According to the DMA, direct mail outperforms digital channels in both open and response rates. While promotional emails average around a 20% open rate, surveys show that 80–90% of consumers open their physical mail.
5. It’s Difficult to Track Results
Some marketers struggle to see how direct mail drives sales compared to digital or word of mouth. The truth: tracking is simple if you plan it right. Use a unique phone number, landing page, or QR code for each campaign to measure results accurately. You’ll know exactly how many leads came from your mailers. Learn how to calculate your ROI in this post.
4. Consumers Don’t Trust Mail Marketing
You might think people distrust ads in their mailbox. Actually, studies show the opposite. While skepticism toward digital ads grows, 76% of consumers say they trust direct mail when making a purchase decision. For comparison, only 43% trust social media ads.
3. Direct Mail Campaigns Are Boring
Don’t underestimate the creative potential of mail. A simple postcard with sharp headlines, eye-catching graphics, and persuasive copy can generate strong results. Want to stand out even more? Try sending dimensional mail or small packages—something that sparks curiosity. At Plum, we’ve seen firsthand how these tactics convert leads into loyal clients. Explore some ideas in our creative campaigns post.
2. Email Is More Efficient Than Mail
Email may be cheaper, but that doesn’t make it more effective. People receive hundreds of emails daily—and ignore most of them. In contrast, 98% check their physical mail every day. Tangible marketing creates stronger emotional impact, triggers memory recall, and drives higher response rates. See how mail beats email in our detailed guide.
1. Nobody Uses Direct Mail Anymore
The biggest myth of all is that direct mail is dead. It’s not—it’s thriving. More businesses are rediscovering its power to build trust and drive results. Today’s marketers combine mail with digital tools and data personalization to create campaigns that truly connect.
The Takeaway
Direct mail’s success comes down to creativity, targeting, and personalization. At Plum Direct Marketing, we help brands design campaigns that cut through the noise and deliver results you can measure.
Call 1-800-992-9663 to speak with a Plum Marketing Advisor and start your next campaign today. Or contact us here.
Looking for proof that breaking the rules works?
Read our blog: 3 Direct Mail Campaigns That Skipped the Offer—and Still Won Big. See how creativity, timing, and strategy can outperform even the flashiest promotions.
