From the State of Direct Mail 2026: Consumer Insights Webinar
What makes a piece of direct mail worth keeping, noticing, or acting on? And how can marketers make sure it reaches the right household in the first place?
At Lob's annual State of Direct Mail: Consumer Insights webinar, Senior Strategic Account Manager Julia Lovett facilitated a live panel that closed with anQ&A, where attendees brought questions like these to the panel.
Here's what the panel had to say.
The panel:
- Steve Mills: Director, Mailing Services, Product Management, USPS
- Robin Spencer: COO, Faraday
- Kate Chamberlain: Director, CRM and Promotions, SimpliSafe
- Kelsey White: Founder and Principal, Kirin Analytics
- Julia Lovett: Senior Strategic Account Manager, Lob
Q1: How much does the physical format and tangibility of mail matter? For example, card stock vs. a flyer-style mailer, large size vs. smaller size, and bold designs?
Steve Mills of USPS answered first: it depends on your audience, message, and product. A fast-food offer may not call for heavy, glossy stock or an envelope recipients have to open. A luxury car buyer, on the other hand, may expect a more premium experience.
Kate Chamberlain added two more factors from her work at SimpliSafe. The time of year changes what works – for example, election season can crowd the mailbox. She has seen stronger response from more personal mail types, such as letters, than from a standard 6x9 postcard.
The takeaway: The exact format matters less than the person you target and what resonates with them.
Q2: How do you succeed with business mailings in today's world of remote work? Does sending to an office or to a person's home work better?
Robin Spencer of Faraday weighed in on this one, sayinghthe answer starts with your product: Who are you selling to, and who do you want to reach?
Data exists for both home and office addresses, so access is rarely the obstacle. Robin cautioned B2B marketers to think carefully before they mail to someone's home. Some approaches feel appropriate, and others do not.
Her advice came down to intentionality. Know your audience first, then decide how to reach them creatively. That gets your mail in front of the right people at the right time.
Earlier in the panel, Steve described a "mail manager" in every home, the person who sorts what gets opened and what gets set aside. In B2B, the same gatekeeper logic applies. Understand who you're talking to and what pain point you solve before your piece reaches the next person.
Want the data behind the panel's answers? Read the full State of Direct Mail 2026: Consumer Insights report.
FAQs
Answered by:
Sam Melero
