Direct mail is evolving, resilient, and more vital than ever, according to Winterberry Group’s latest report, Delivering Performance: Direct, Digital, and the Dynamics Shaping the Future of Omnichannel Marketing. This comprehensive study underscores direct mail’s transformation into a high-value performance marketing channel, offering unique benefits amidst the complexities of modern advertising.
A Growing Investment
U.S. marketers are projected to spend $37.3 billion on direct mail in 2024, reflecting a 2.6% growth from the previous year. Despite rising postage costs and competition from digital media, 81% of surveyed brands plan to increase their direct mail budgets in 2025. This highlights the channel’s enduring role as a cornerstone of omnichannel strategies.
Read the rest of Summer’s column on Printing Impressions.
