The Pandemic Has Made Direct Mail More Important Than Ever

When the pandemic pushed workers out of offices and deeper into screens, digital advertising exploded—and so did the clutter. As inboxes filled with emails and feeds became crowded with ads, many brands rediscovered direct mail as a way to cut through the noise and physically reach people at home.

Direct mail feels tangible and memorable

Unlike an email that disappears with a click, a well-designed mailer is something people hold, carry into their homes, place on counters, and often discuss with others. Because it engages multiple senses, direct mail tends to stay in a household much longer than a typical email stays in an inbox, creating more chances for a message to be noticed and remembered.

Audiences—especially younger ones—like getting mail

Many Millennials and Gen Z consumers don’t associate direct mail with junk. For them, a targeted, personalized piece addressed directly to them feels novel and considerate in a way digital ads rarely do. That sense of being seen helps deepen trust and connection with the brand that sent it.

Direct mail and email work best together

Email remains a fast, low-cost channel, but engagement is notoriously uneven. By pairing email with direct mail in an integrated campaign, brands can use the reach and efficiency of digital while relying on the stopping power of physical mail to drive real attention and response.

Fixing direct mail’s biggest weakness: data

Historically, the tradeoff with direct mail has been limited visibility into who actually engaged. That is changing. By embedding IoT technology into printed pieces—like Marc connected video brochures—marketers can now see who opened a mailer, how often they engaged with the video content, when it happened, and where. Direct mail finally catches up to digital with real behavioral data.

A smarter way to use direct mail

Marc campaigns blend the impact of print, the engagement of video, and the insight of first-party data. For marketers looking to reach people working and living at home, connected video brochures turn direct mail into one of the most measurable, personal, and effective channels in the mix.