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State of Direct Mail:
Business Insights 2026

Register for the event:

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When

Thursday, February 12 | 10 AM PT / 1 PM ET

WheRE

Zoom (link will be emailed after registration)

Cost

Free!

What’s the biggest driver of surprise costs in direct mail?

It’s not creative. It’s logistics, and 87% of business leaders say it’s their biggest blind spot.

We surveyed 250 senior marketing and operations leaders to understand where mail breaks, why surprise costs happen, and what high-ROI teams do differently. Join us for the State of Direct Mail: Business Insights 2026 Webinar to get a first look at the trends shaping direct mail performance. Plus, get takeaways you can apply directly to your workflow.

Learn How to

  • Spot the real bottlenecks: Identify where logistics commonly fail – and learn how top teams stay ahead of challenges.
  • Build visibility into every send: Learn why the 39% of teams that track mail in real time are ROI-leaders.
  • Stay ready for USPS changes: Understand how shifting pricing and service models impact planning, and stay ahead of the game.
  • Use AI where it matters: See how leading organizations apply AI to personalization, timing, and attribution for measurable lift.

Who you’ll hear from

Chris Karpenko
Executive Director, USPS

Paul Bobnak
Direct Mail Evangelist

Brent Hagan
Chief Supply Chain Officer, Lob

Ryan Ferrier
Chief Executive Officer, Lob

Kelsey White
Research and Insights Consultant

About the Report

For this year’s report study, Lob partnered with Kelsey White Research Consulting to survey 250 senior leaders overseeing high-volume direct mail programs across financial services, healthcare, insurance, retail, automotive, and more.