Why Postal Marketing Is Making a Comeback - Even with Gen Z

You’ve seen the snapshot: “Packing in progress…” for our client’s latest postal campaign. But this isn’t just print - it’s purposeful marketing. In today’s screen saturated world, direct mail is making a notable comeback, especially among younger audiences.

1. Gen Z and Millennials Respond Better to Mail

Over 85% of 18-34 year olds say they find direct mail useful - up from 57% who rated it “very” or “extremely” useful and 63% of Gen Z say they’re more excited about receiving mail than last year. In contrast, younger consumers often tune out digital ads but take notice of real paper in the post.

2. Exceptional Response Rates

Data shows direct mail response rates are 5–9 times higher than email or social media. It’s also been found that combining direct mail with digital channels boosts campaign performance by 27% and increases acquisition rates by up to 40% compared to digital only campaigns.

3. High Engagement and Trust

With 80–90% open rates versus 20–30% for email, direct mail still commands attention. Plus, 58% of people find mail more trustworthy and 67% believe it's better at protecting privacy than digital ads.

4. Memory That Lasts

Physical mail lingers - literally - in homes and minds. Recipients spend more time with print than digital content and over a third of households even keep printed materials for future reference. Unlike a fleeting Instagram ad, a well designed leaflet often earns a second look.

5. Print That Feels as Good as It Looks

In today’s fast scroll digital climate, quality print offers a rare and memorable touchpoint. It’s not just about what your brochure or flyer looks like, it’s how it feels. Luxe materials, thick paper stock, soft-touch finishes and deep, rich colours elevate your message into a sensory experience.

The tactile feel of high quality print can leave a lasting emotional impression, subtly reinforcing the idea that your business is professional, thoughtful and invested in quality. In a noisy marketplace, that physical sense of value can make all the difference.

Why It Matters for Your Business

Direct mail isn’t just a nod to the past - it’s a smart, results driven marketing channel. With standout design, intentional messaging and premium materials, your postal campaign can do what digital alone can’t: be seen, touched, kept, and acted upon.

If you want your next campaign to literally land in someone’s hands and stay there let’s talk about creative print marketing that truly sticks.

Want to stand out in the stack?At Hue & Helix, we design postal campaigns that combine strategy, design and quality so your message gets noticed and remembered.