At Nahan, we thrive on curiosity and a love for the ever-evolving world of direct marketing. Every week, we send out industry news to our team—not just to keep everyone informed, but because we genuinely enjoy immersing ourselves in new ideas and trends shaping the field. It’s exciting to track the shifts, uncover patterns, and draw inspiration from the stories we collect throughout the year. It helps us stay ahead of the curve and understand where the industry is headed.
Direct mail continues to be at the heart of what we do—adapting and thriving as consumer behaviors shift and technologies evolve. It’s a channel that remains steadfast, offering trust, reliability, and tangible impact in a world of constant change. By diving deep into the data, leveraging tools like AI, and keeping a pulse on market dynamics, we’ve identified five key ideas shaping the future of direct mail in 2025. These insights reflect our passion for innovation and our commitment to staying ahead in an industry that never stands still.
In an age dominated by digital noise, trust has become a competitive advantage. Research shows 76% of consumers trust direct mail over digital channels for purchase decisions.(1) Its tangible nature and credibility make it an effective anchor in omnichannel strategies, especially as 98% of Americans regularly switch between devices.(2) By combining direct mail’s reliability with digital precision, marketers can create campaigns that inspire confidence and drive action.
"Direct mail breaks through digital clutter and connects on a personal level," says Krista Black, VP of Marketing and Account Services at Nahan. "In an omnichannel world, it’s not just about reaching people—it’s about earning their trust and fostering engagement."
Direct mail’s ability to build trust and deliver results ensures it remains essential for effective marketing in 2025 and beyond.
The role of client services has evolved, becoming a vital differentiator in direct marketing. Clients increasingly value agencies that provide strategy, collaboration, innovation, and tailored solutions. Emerging tools like AI and automation have transformed how service teams plan campaigns, enabling highly personalized and effective approaches. Despite these advances, success still hinges on human connection.
"Client Service teams are both consultants and collaborators, helping clients navigate complexity and achieve results," says Jen Bender, Director of Account Services at Nahan. "Balancing technological innovation with a personal touch ensures the client’s goals remain central."
This shift underscores the importance of blending advanced tools with strong relationships to deliver impactful campaigns.
While digital channels dominate interactions, the tactile nature of direct mail offers a distinctive edge. Seventy percent of Americans view mail as more personal than the internet, highlighting its potential to foster meaningful connections. Brands increasingly incorporate sensory elements—such as textured finishes and scents—to create memorable experiences that resonate in a crowded media landscape.
"Direct mail engages senses in ways digital platforms cannot," explains Mike Dietz, Executive Creative Director at Nahan. "It’s about creating moments that leave a lasting impression."
This blend of creativity and technology positions direct mail as a key channel for building trust and loyalty through tangible engagement.
As sustainability gains importance across industries, direct mail is evolving to meet environmental expectations. While digital marketing is often seen as eco-friendly, its energy consumption and e-waste are sparking new conversations. Direct mail marketers are adopting sustainable practices such as responsible sourcing, recycling, and eco-conscious materials, reducing the environmental footprint without compromising effectiveness.
"Sustainability is a responsibility, not just a trend," says Mike Henry, VP of Manufacturing at Nahan. "By using responsibly sourced materials and optimizing processes, we align impact with environmental priorities."
This approach reflects the industry’s commitment to balancing business goals with the demands of eco-conscious consumers.
As digital fatigue rises, marketers are turning to direct mail as an alternative that cuts through the clutter. Research reveals that 91% of consumers find digital ads more intrusive than they did two years ago.(3) Direct mail offers a refreshing, thoughtful engagement that avoids overwhelming audiences, making it a vital tool in today’s marketing mix.
"Direct mail respects the consumer," says Alan Sherman, VP of Strategy at Nahan. "It’s an intentional channel that aligns with how people prefer to engage in an era of constant digital interruptions."
By addressing shifting preferences, direct mail remains essential for reaching audiences in meaningful, non-intrusive ways.
Staying informed and curious has always been part of what drives us at Nahan. We bring this same curiosity and passion for innovation to our clients’ direct mail plans, helping them continually grow and evolve their programs. As marketers plan for 2025 and beyond, leveraging trust, personalization, sustainability and adaptability will enable us to engage audiences authentically and effectively.
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