Ryan Ferrier, CEO, Lob.
I see marketing budgets increasingly put under a microscope. Every dollar is being scrutinized, and inefficiencies are harder to justify than ever.
But despite this increased focus on performance, marketing waste is still widespread—from missed opportunities and ineffective targeting to underperforming campaigns. For business leaders, the challenge isn’t just cutting costs; it’s proving impact.
As marketing teams search for ways to reduce waste and increase ROI, many are reevaluating channels once seen as traditional or static. Direct mail is one of them. As someone who leads a platform for direct mail automation, I have seen how it can be a measurable part of the modern marketing mix.
Here’s how business leaders can use direct mail to drive stronger results with less waste
Refine Targeting With Better Data
The foundation of any successful marketing campaign is knowing your audience. Yet nearly half of marketers report struggling with outdated or incomplete data. When it comes to direct mail, poor targeting leads to high bounce rates, unnecessary postage costs and missed opportunities. Here is what to do to help remedy this:
• Audit Regularly: Make data audits a routine part of your marketing process to identify and resolve outdated or incomplete contact information.
• Clean Before You Send: Validate addresses and remove duplicates to avoid wasted mailings and inaccurate delivery metrics.
• Invest In Enrichment: Use reliable external sources to supplement your data, helping improve segmentation and message relevance.
Balance Volume With Precision
There’s a long-held belief that sending more mail equals better results. But in today’s environment, the winners are those who send smarter, not just more. Here’s how to get started:
• Trigger Mail Based On Real Behavior: Launch campaigns that respond to customer actions, like browsing history, cart abandonment or subscription milestones to increase relevance and timing.
• Start Small, Learn Fast: Test campaigns in smaller batches to evaluate what creative, messaging and formats drive the strongest response.
• Use Insights To Scale Smartly: Apply learnings to grow your program with confidence, ensuring budget is spent on tactics that actually perform.
Measure Performance As You Do For Digital
Direct mail has historically been overlooked because of its perceived lack of measurability. But with the right tools, marketers can now gain detailed insight into delivery, engagement and outcomes.
To bring more accountability to your mail campaigns:
• Track Delivery In Real Time: Use tools that provide up-to-date tracking and confirmations so you know exactly when and where mail is delivered.
• Tie Responses To Specific Mailpieces: Add custom QR codes, vanity URLs or phone numbers to directly attribute engagement and conversions.
• Benchmark And Improve: Monitor results over time and across regions to understand performance trends and continuously refine your strategy.
Integrate Direct Mail Into Your Omnichannel Strategy
Direct mail shouldn’t be an isolated effort. The most successful programs use mail to complement digital outreach, reinforcing key messages and creating a more cohesive customer experience.
To build a seamless omnichannel experience:
• Align Messaging Across Channels: Coordinate direct mail with email, social and digital ads to create a unified, reinforcing message.
• Trigger Mail Based On Digital Signals: Send direct mail in response to behaviors like email opens, cart abandonment or website visits.
• Automate For Timing And Personalization: Use marketing platforms to schedule delivery and tailor content based on where customers are in their journey.
Marketing leaders are being asked to do more with less, so waste is no longer something organizations can afford to overlook. Tackling these inefficiencies in data, targeting and execution isn’t just about saving money; it’s about making smarter decisions that drive better outcomes.
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