Direct mail remains one of the channels with the strongest ROI for marketers, regardless of their business model, size, or location. But that doesn’t mean the business hasn’t changed — or that more change won’t come. Lets break out the proverbial crystal ball and take a closer look at what 2026 will offer to those embracing direct mail.
But before we can guess what’s to come, we first have to take a look at the factors that have influenced the space in the past 12 months.
Pat McGrew, owner, The McGrewGroup, notes, “Direct mail has not only survived, it has evolved into one of the most data-driven and resilient marketing channels. Printers who used to focus solely on production now position themselves as strategic marketing partners, integrating automation, analytics, and omnichannel tools (QR Codes, AR). High-speed inkjet and smart workflows opened the door to shorter runs, personalization, and event-triggered mail that delivers measurable ROI. Compliance, data security, and sustainability are the new competitive advantages alongside creativity and tactile engagement. The printers thriving today are those who see direct mail not as a product but as a connected marketing platform that bridges print and digital.”
That is echoed by Leanne Herman, director, Postal Affairs at Sepire. A shift to mail that is far more targeted, she notes, has been one of the biggest changes the industry has experienced so far. “The biggest change I’ve seen is the desire to produce more highly-targeted mailing campaigns tailored to the demographics of the recipient. Highly targeted and personalized mailings may produce less overall mail volume, but those campaigns certainly produce a higher ROMI (return on mail investment).”
Read this full article on Printing Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
