Direct mail has proven again and again that it isn’t just surviving the digital era, it’s outperforming expectations. As marketers face rising acquisition costs, data privacy changes, and a growing desire for trustworthy communication, direct mail is stepping into 2026 with renewed purpose and stronger strategic value.
Here are the practical, grounded trends we expect to shape direct mail in the year ahead. Also ideas marketers can use now to stay ahead of the curve.
1. First-Party Data Becomes the Powerhouse Behind Better Mail
With third-party data continuing to disappear, 2026 will be the year organizations realize just how much potential lives in their own CRM. Instead of broad segmentation, we’ll see smarter targeting built around:
- donor or customer loyalty tiers
- lapsed/reactivation patterns
- behavioral data from digital engagement
- lifecycle triggers
The opportunity is for marketers to clean, enrich, and intentionally use their internal data. This will produce more relevant mail at lower waste and higher ROI.
2. QR Codes Evolve Into “Action Codes”
QR codes are no longer just bridges to digital destinations, in 2026 they become true response mechanisms.
Expect wider adoption of:
- Wallet-enabled offers that save directly to Apple/Google Wallet
- Deep-linking QR that routes users based on apps or device behavior
- Personalized QR carrying UTM tracking and customer-level intelligence
Instead of “scan to learn,” the new standard will be “scan to act.” This shift creates cleaner attribution and simplifies the call to action. This is a win for both marketers and consumers.
Read Summer’s full predictions on Printing Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
