Younger Consumers Are Tuning Out Digital—and Tuning Into Direct Mail

In an era of algorithm fatigue and digital overload, an old-school channel is making a very modern comeback. According to Lob’s new 2025 State of Direct Mail: Consumer Insights Edition, younger generations—specifically Gen Z and Millennials—are embracing direct mail as a more personal, trustworthy, and effective way to engage with brands.

The report, based on a national survey of 2,000 U.S. adults, reveals that 85% of Gen Z and Millennials respond to direct mail, with 67% taking tangible action like making a purchase or signing up for a service. The numbers suggest a surprising truth in the age of AI and instant digital engagement: what shows up in your mailbox may now cut through better than what shows up on your screen.

“People are inundated with digital advertising,” said Ryan Ferrier, CEO of Lob. “Direct mail earns attention in ways digital often can't—by showing up as personal, thoughtful, and more human.”

Digital Burnout Is Fueling Direct Mail’s Momentum

The report paints a picture of consumer fatigue with digital outreach:

• 58% of consumers feel overwhelmed by digital brand messages

• 53% say direct mail feels more valuable, exclusive, or special

• 44% perceive direct mail as more authentic and trustworthy than digital

In contrast to banner blindness and email unsubscribes, 84% of consumers read direct mail immediately or the same day it arrives—up from 70% just last year.

Younger Generations Are Not Just Engaging—They’re Buying

For Gen Z and Millennials, printed mail doesn’t feel like a throwback—it feels intentional:

• Nearly 40% of respondents in these age groups have made a purchase after receiving mail from a brand

• Personalization is key: 67% say they’re more likely to take action when mail feels tailored to them

• But it’s not just about using their name—timing, tone, and offer relevance are just as critical

This demographic shift matters. Brands hoping to reach younger, high-value customers should recognize that direct mail may now be one of their most underutilized conversion tools.

Personalization Matters More Than Paper Quality

When direct mail fails, it’s usually not because it’s paper—it’s because it’s irrelevant.

• 72% toss mail that doesn’t apply to them

• 52% act when presented with a compelling offer

• 44% respond when the message is relevant

• 42% are influenced by brand recognition

In other words, a glossy postcard means nothing if it doesn’t speak to the right person with the right message. Direct mail is now a data-driven channel, and consumers expect the same intelligence behind it as they do with digital campaigns.

Direct Mail Builds Loyalty, Not Just Awareness

Marketers may be surprised to learn that 81% of consumers are more likely to re-engage with a brand after receiving direct mail. For loyalty marketers, this makes mail an attractive retention tool—not just a top-of-funnel play.

High-income consumers also show higher conversion rates but expect smarter targeting and lower frequency. Sloppy segmentation risks alienating this group, even if the format is trusted.

What It Means for Marketers

Lob’s data makes one thing clear: direct mail is no longer the analog underdog. It’s a high-performance channel that earns attention, builds credibility, and drives action—especially among younger consumers who’ve grown weary of digital noise.

Key takeaways for marketing leaders:

• Rethink the channel mix: Direct mail should complement—not compete with—digital strategies in omnichannel plans

• Personalization isn’t optional: Use data to drive timing, offers, and message alignment

• Creative counts: Strong visual design and emotional tone lift engagement

• AI and automation are essential: At scale, intelligent workflows turn direct mail from a chore into a growth engine

With privacy regulations tightening, digital ad ROI plateauing, and trust in tech companies wavering, direct mail may offer something few digital channels can right now: authenticity.

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