Direct mail in 2025: trends and opportunities not to be missed

Physical mail is alive - and how!

While digital marketing has been thriving for years, the downside is also starting to become more and more visible. Inbox fatigue, adblockers, and a flood of content make it increasingly difficult to really stand out. In that context, direct mail is gaining ground again - but in a modern, smart jacket. At LocoMail, we see daily how creativity, technology and strategy come together in eye-catching direct mail campaigns. In this blog, we share the five most important trends that you, as a marketer or communication professional, should not miss concerning direct mail in 2025.

1. Personalisation at a higher level

Personalisation has long since ceased to be first-name-on-the-envelope. In 2025, it is all about truly relevant communication: tailored to the recipient's behaviour, needs and profile.

Consider, for example:

Personalised texts in tone-of-voice tailored to the target group
Variable content by sector or job level
Unique QR codes or purls (personalised landing pages) per recipient
Data-driven content, such as recommendations based on previous behaviour

Why this works. Because the recipient really feels addressed. That increases the chances of interaction, conversion and brand loyalty.

2. Sustainable choices count double

Sustainability is no longer a nice-to-have, but a must. Also in direct mail. Companies are increasingly opting for eco-friendly materials, FSC-certified paper, bio-ink and CO2-neutral mailing. But design also plays a role: for example, there are mailings that recipients can reuse or keep as a desk accessory, such as the Pop-up Cube or a ChangeCard.

A sustainable direct mail concept is not only good for the environment, but also for your brand image. It shows that you are conscious - and that is appreciated.

3. Smart linking of physical and digital

The power of direct mail is in the tangible experience, but the real power comes when you combine it with digital technology.

Examples of hybrid applications:

QR codes leading to personalised videos or landing pages
Augmented reality that brings a map to life on your phone
Login codes for exclusive digital content or promotions
Measurable interaction via tracking links and analytics

This way, you can increase and measure the impact of your physical mailing. This provides valuable insights for follow-up campaigns!

4. Small print runs, big reach

Direct mail is sometimes labelled "expensive" or "only suitable for large volumes". But that image is long gone. Thanks to modern printing techniques, personalised printing and packaging is possible from as little as a small volume.

More and more companies are therefore using direct mail for:

Account-based marketing (ABM)
Lead follow-up after events or trade fairs
Customer birthdays or anniversaries
Loyalty campaigns for regular customers

So you don't have to have thousands of addresses - a well-targeted mailing to 20 or 200 people can yield much more than a massive email campaign.

5. Creativity is your secret weapon

Finally, the trend that LocoMail excels at the most: creativity! A mailing that literally jumps out of the envelope. A message that moves. An invitation that no one forgets.

Examples of creative direct mail products you will see in 2025:

Pop-up Cube: surprising, functional and stays on the desk
Music card: use the magic of sound
Turning Card: storytelling in endless motion
Pop-up Card: compact with great effect

A creative mailing breaks patterns. Especially in business communication, it is the way to stay top-of-mind.

Conclusion: direct mail in 2025 is anything but old-fashioned

Those who think mail is old-fashioned are wrong. In 2025, direct mail makes a difference by combining physical contact, creativity, personalisation and measurability. It is an experience - and that makes it more powerful than ever.

Also making an impact with direct mail?

Get inspired by the possibilities, or let us help you think about a customised campaign. Whether it concerns 20 pieces or 20,000: we will help you to really get your message across.

Take Contact with us and find out how we bring your brand to life!