Key Takeaways
Even in 2025, direct mail is one of the most asked-about marketing channels. People still wonder if it works, how to measure it, and whether it belongs in a digital-first world. World Post Day is the perfect moment to address these questions head-on. In this FAQ, we give you answers to the top 10 queries about direct mail.
1. Does direct mail marketing still work in 2025?
Yes, when it’s done intentionally. Most failures come from generic lists, unclear offers, or no follow-up. Direct mail works when it’s treated as a campaign, not a one-off piece.
Pro tip: Target by event (retirement, tax season, Medicare enrollment) and integrate with digital touchpoints like QR codes or landing pages.
2. How much does direct mail cost?
There’s no one-size-fits-all number. Costs depend on list quality, design, print, and volume. But here’s the better question: what’s the ROI?
If a postcard drives even a handful of qualified appointments, it can pay for itself many times over.
3. What is direct mail advertising?
It’s any printed piece sent to a targeted audience with the goal of generating action. Common formats include:
- Postcards
- Letters with lift notes
- Event invitations
- Brochures or newsletters
4. What is a lift letter in direct mail?
A “lift letter” is a short note included with a longer mailing. Its purpose is to highlight or reinforce the main offer, often with a more personal tone. Think of it as a nudge that increases engagement with the main piece.
5. What is a good response rate for direct mail?
Forget chasing an “industry average.” Response depends on targeting, offer, and timing. A highly segmented list with a clear CTA can outperform broad mailings every time.
Better metric to track: number of qualified leads, scheduled appointments, or event RSVPs.
6. How do you measure direct mail results?
Direct mail in 2025 is fully trackable. Methods include:
- QR codes → scan data linked to a CRM.
- pURLs → unique URLs personalized for each recipient.
- Phone tracking → dedicated lines for campaigns.
- Appointment links → direct scheduling from postcards.
7. Is direct mail only for big companies?
Not at all. In fact, niche and local businesses often see the biggest wins because they can target precisely—by ZIP code, neighborhood, or household type.
For advisors or CPAs, mailing 500 highly targeted postcards can be more effective than mailing 5,000 generically.
8. Isn’t mail too slow compared to digital ads?
Mail is slower, but that’s the point. A postcard can sit on a desk for days or weeks, while a digital ad vanishes in seconds. It’s about staying power, not speed.
9. How does direct mail integrate with digital marketing?
Today, direct mail is rarely used alone. A typical integration looks like this:
- Mailer arrives → with QR/pURL to a landing page.
- Landing page → captures lead and syncs to CRM.
- Follow-up → automated email or call.
- Retargeting ads → keep the brand visible online.
10. Is direct mail worth testing in 2025?
Absolutely. If you’re in a service business where trust matters, direct mail gives you something digital alone can’t: tangible credibility.
FAQs Recap
- Direct mail still works, if it’s targeted and integrated.
- Costs vary, but ROI matters more than averages.
- Formats range from postcards to lift letters.
- Success is measured by actions (appointments, RSVPs), not generic response rates.
- Direct mail thrives when paired with digital marketing.
Final Call to Action
This World Post Day, rethink direct mail. At Plum Direct Marketing, we help service professionals design campaigns that go beyond paper, combining the trust of mail with the precision of digital. Don’t just ask if mail works. Ask how it can work for you. Let’s Talk Today.
