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The 2026 holiday strategy playbook
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Direct mail is a high-impact, precision marketing channel for organizations seeking measurable growth and brand credibility.
In an environment of rising digital costs and attribution challenges, physical mail offers a controllable, testable way to reach high-value customers.
Modern data, automation and attribution tools have transformed direct mail into a performance channel—not a legacy tactic.
For executives focused on ROI, direct mail delivers clarity, incrementality and long-term brand value.
Direct mail is a highly accountable, data-driven growth channel that gives marketers unmatched control over who they reach, how they engage and what results they generate.
Organizations now dedicate an average of 25% of their marketing budgets to direct mail, and nine in 10 leaders increased investment year over year, signaling confidence in its performance and predictability.
Direct mail is taking on a more strategic role in today’s marketing mix as a high-impact complement to other channels that helps brands create demand, strengthen performance and build longer-lasting relationships. It offers a physical brand moment that supports stronger recall, emotional engagement and credibility.
Recent Epsilon research also points to the channel being a strong driver of customer engagement, with 41% of Gen Z and 45% of millennials stating that they are likely to use catalogs for holiday shopping.
Powered by first-party and permission-based data, direct mail gives marketers precision, measurable outcomes and resilience in a privacy-first landscape. But direct mail doesn’t just deliver on its own—it also lifts the impact of surrounding channels.
By creating durable touchpoints that reinforce digital impressions, it increases engagement and conversion across campaigns. When integrated effectively, it turns fragmented media into a more cohesive, higher-performing system.
Download the full whitepaper to learn more about how to make the most of direct mail.
