Inside Lob’s 2025 State of Direct Mail Consumer Insights Webinar: What Today’s Consumers Really Think

“I look forward to the mail every day.”

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That line came up during the Lob 2025 State of Direct Mail: Consumer Insights webinar – and it reflects a broader trend. Today’s consumers, especially Gen Z and millennials, are not just engaging with direct mail. They’re converting from it, trusting it, and even anticipating it.

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More than 2,000 consumers across the US weighed in on how they’re interacting with direct mail, and the results point to a clear shift. Physical mail isn’t just being noticed. It builds trust. It prompts action. And unlike so many digital messages that blur together, a well-made mail piece leaves a lasting impression. Direct mail cuts through the clutter. It's tangible, memorable, and often the one thing people hold onto after scrolling past everything else.

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Generational mMyth-bBusting: Gen Z and Millennials lLead the wWay

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“I look forward to the mail every day.” That quote, shared during Lob’s 2025 State of Direct Mail: Consumer Insights webinar, came from a self-described millennial who works in financial services. It wasn’t meant to be surprising, but it perfectly captured one of the report’s most talked-about findings.

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According to survey data from more than 2,000 US consumers, Gen Z and millennials are now the most engaged age groups when it comes to direct mail. Eighty-five percent of younger consumers interact with direct mail, whether that means reading it, sharing it, or making a purchase as a result. That engagement is higher than any other generation, including baby boomers.

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Kelsey White, lead researcher on the study, noted, “This data breaks the myth that print only works for older demographics. Younger audiences are actively bringing direct mail into their decision-making moments.”

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Why is that happening? More than half of respondents said mail feels more special, credible, or valuable than digital channels. For younger consumers who grew up with screens, that physical distinction matters.

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Jordan Greenberg, partnerships manager at LoanPro and a panelist during the webinar, put it this way: “There’s some type of emotional uplift you get when you go to your mailbox and see something that’s personalized, something that stands out from a brand you’re familiar with.” For many in this demographic, mail still carries the feeling of a personal touchpoint. That emotional response translates into action.

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Same-day engagement is growing, with 84 percent of people now reading their mail the day it arrives. Just as importantly, 67 percent of younger consumers say they’ve converted after receiving a mailer. Whether it’s making a purchase, signing up for a service, or looking up a brand online, direct mail is driving meaningful follow-through.

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What used to be considered a channel for older generations is now being used by younger ones as a trusted way to filter through marketing noise. And it’s working.

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Why Direct Mail Gets Noticed

Lob’s 2025 State of Direct Mail: Consumer Insights webinar revealed a key shift in behavior. Consumers aren’t just glancing at what shows up in their mailbox – 84% engage with it the same day it arrives. That number is up significantly from 2024 and highlights how print is holding its own in a fast-moving, digital-first world.

When asked why, people pointed to how mail feels more intentional. It doesn’t get lost in a scroll or buried under alerts. One survey respondent summed it up best: “Mail feels real. Like the brand made an effort.”

This kind of reception creates more than awareness. It builds trust. And in industries like healthcare and financial services, where credibility is everything, that trust turns into measurable results.

Personalization Is the New Performance Driver

One of the clearest takeaways from Lob’s 2025 State of Direct Mail: Consumer Insights webinar was how quickly consumers disengage from irrelevant mail. Roughly 75 percent said they throw out anything that feels off. Whether it's a generic greeting, poor timing, or a mismatched design, the reaction is the same. And among high-income audiences, the bar is even higher. These are the people most likely to take action and the least likely to tolerate a bad experience.

Personalization is no longer just about using someone's name. Consumers notice the details. They respond to mail that arrives at the right time, uses the right tone, and reflects their needs. When those elements are missing, it doesn’t just reduce effectiveness. It hurts credibility. The brand comes across as careless, and the budget spent on that piece is wasted.

During the panel, LoanPro—a lending infrastructure platform—shared how they avoid that mistake. Their direct mail program is built to adapt. Messages are tailored to the specific actions and products tied to each customer. From loan updates to service reminders, every mailer fits within a larger strategy. Using real-time data, LoanPro triggers mail automatically based on customer behavior, so personalization is baked into their system without requiring extra work from the team.

Subtle choices matter. Avoid urgency language like “Act now” or “Last chance!” These phrases feel pushy and out of sync with what consumers want. Don’t address mail to “Current Resident.” Use real names and segment based on actual behavior or interests. When mail feels like it was created with care, people notice. And when it aligns with what they need, they respond.

Industry Spotlights: What Works in Finserv, Auto, Healthcare, and Real Estate

The 2025 State of Direct Mail: Consumer Insights webinar revealed how industry-specific strategies can make or break a campaign. The brands consumers respond to aren’t treating mail as one-size-fits-all. They’re using it in ways that feel tailored, timely, and rooted in how their customers actually make decisions.

Financial Services

 • People want clear, trustworthy communication, especially when it comes to money
• LoanPro helps lenders deliver that by sending automated, compliant mail right from their system
• The messages feel personal without adding extra work for the team
• This approach leads to stronger engagement and better retention

Automotive

 • After buying a car, people want helpful updates that show up at the right time
• Dealerships are sending service reminders and loyalty rewards that feel timely and relevant
• QR codes make it easy to schedule appointments or redeem offers
• These touchpoints keep customers connected and coming back

Healthcare

 • Patients want to feel cared for, not just contacted
• Providers are sending wellness tips, appointment nudges, and follow-ups that stand out
• These messages are more memorable than email and help patients stay on track
• It’s a simple way to build trust and support better outcomes

Real Estate

 • Buyers and sellers want local information that feels specific to them
• Mail featuring nearby listings or open houses feels timely and relevant
• It creates a physical connection in the neighborhood that digital ads often miss
• This kind of presence keeps agents top of mind without overwhelming people

What do people actually want from direct mail?

They want messages that feel useful, relevant, and well-timed. When mail aligns with what people need in the moment, it’s more than a marketing channel. It becomes something they trust and act on.

What This Means for Marketers and Ops Teams

Direct mail isn’t a nice-to-have anymore. It’s driving outcomes that digital alone can’t. The data shows it builds trust, prompts immediate action, and stays top of mind.

To make it work:

1. Use automation to scale with speed and consistency
2. Personalize with intention across timing, tone, and design
3. Connect mail to digital to guide the next step

Every touchpoint should be relevant, measurable, and useful. That’s what today’s consumers expect – and what top-performing teams are already delivering.

Why Marketers Are Turning to Lob for Direct Mail That Works

Direct mail is no longer a backup channel. With the right strategy, it outperforms digital in attention, memory, and trust. The 2025 State of Direct Mail: Consumer Insights webinar made it clear that personalized and well-timed mail drives results across industries.

Want to learn more? Watch the full webinar or read the full report.