The average person receives a phone notification every 10 minutes. Combine that with dozens of daily emails, Slack pings, banner ads, and LinkedIn messages, and it’s no wonder decision-makers are tuning out digital noise.
Amidst all the noise, direct mail marketing remains a powerful and often underutilized channel for B2B companies that has evolved far beyond postcards and flyers.
Unlike fleeting digital touchpoints, a well-executed piece of mail demands attention. It lands in the hands of your target audience, lingers on desks, and can be revisited, all without requiring a screen. For marketers trying to cut through the clutter and actually reach decision-makers, direct mail presents a compelling opportunity to connect in a way digital alone often can’t.
In this post, we’ll break down why B2B direct mail marketing is still relevant in 2025, how it fits into a modern marketing strategy, and how to make it work alongside your digital channels. We’ll also cover how to use direct mail as part of an account-based marketing (ABM) approach, leveraging it to boost lead generation and build real, lasting connections with your target accounts.
Ready to reimagine what’s possible with direct mail? Let’s dive in.
Digital Fatigue Is Real
Also known as screen fatigue, digital fatigue, is the mental and physical exhaustion that comes from spending too much time online. In the workplace, decision-makers are juggling dozens of browser tabs, unread emails, and Slack channels at any given moment.
With so much information coming at them from all angles, people often filter out, dismiss, or delete digital marketing messages, from emails to display ads. In fact, according to Optimove, 81% of people unsubscribe from brands that send excessive amounts of digital messaging, and 54% have unsubscribed from at least 3 brands in the past 90 days.
When interacting with yet another email or pop-up feels like a chore, even well-crafted digital content can fall flat. That’s exactly why direct mail works. In a world overflowing with digital input, receiving something tangible acts as a disruptor.
For B2B marketing professionals, this presents a huge opportunity. While your competitors are pouring resources into digital ads, you can be the brand that literally lands in your buyers’ hands. And when your mailer is backed by smart targeting and creative design, it doesn’t just get opened; it gets remembered.
Direct Mail Is Still Going Strong
Because much of the marketing world has shifted its focus to digital tactics, it may seem that direct mail is dying, but the opposite is true: The direct mail advertising market is still growing. According to The Business Research Company, the market is projected to increase from $67.7 billion in 2024 to $69.37 billion in 2025 and to reach $77.57 billion by 2029. The steady growth is a clear signal that direct mail is still relevant.
But why?
High Engagement and Response Rates
A physical mailer doesn’t disappear when your prospect closes a browser tab. It can sit on a desk where the recipient can pick it up and flip through it again. That extra time in front of your target buyer creates more chances to be seen, remembered, and acted on.
According to the 2024 Direct Mail Marketing Benchmark Report by SeQuel Response, these interactions aren’t fleeting, either. On average, recipients spend 108 seconds engaging with a mailer over a 28-day period, with an average engagement rate that tops 95%. The average response rate for direct mail is 3.63%, and even higher when targeting the right audience with the right format.
That kind of visibility matters, especially in B2B marketing, where inboxes are overflowing and ad fatigue is real. Direct mail can be the difference between getting lost in the noise and staying top-of-mind with your target audience, especially when many other companies are forgetting about it.
The Tactile Advantage: Direct Mail Sends a Message
In B2B, everyone wants a piece of your prospects’ time. They’ve likely got emails piling up and endless LinkedIn messages from people—or bots—they don’t know. Most things feel generic these days because they are, but direct mail offers the opportunity to stand out, especially when personalized.
When someone receives a mailer with their name on it, a handwritten note, or something else clearly created with thought, it doesn’t feel like another automated touchpoint; it feels intentional. It tells them you didn’t just grab their name from a list but rather chose them for a reason. That kind of effort cuts through the noise.
When dozens of companies are pitching the same thing, digital efforts alone can seem like just another notification. However, a high-quality, highly personalized piece of direct mail gives the idea that someone actually showed up. It’s like the difference between hitting “apply now” on a job posting and walking into the room with your resume in hand.
B2B professionals might be busy, but they still notice the details. A well-done mailer says what a subject line can’t: We took the time. This matters. And that’s exactly the message you want to send.
Smarter Targeting Through Personalization and Data
Thanks to advancements in AI modeling, intent signals, and data mining, B2B marketers now have unprecedented precision when it comes to targeting. Sophisticated CRM platforms and integrated data tools make it possible to segment audiences by job title, industry, company size, buying behavior, and other criteria.
This aligns perfectly with account-based marketing strategies. Instead of casting a wide net, you’re delivering strategic, personalized experiences to high-value prospects, and standing out in the process. Complementing advanced segmentation tools is variable data printing, which enables you to adjust copy, offers, and design elements for each recipient, scaling one-to-one marketing messages without sacrificing efficiency.
Whether you’re nurturing a lead through the buyer’s journey, reaching out to hard-to-engage decision-makers, or reengaging lapsed prospects, B2B direct mail marketing helps you show up with purpose and precision.
Better Together: Direct Mail + Digital = Real Results
Let’s be clear: Digital marketing is still one of the most powerful tools in your arsenal. But it’s even more effective when paired with a tactile, personalized direct mail campaign.
A well-placed QR code in an attention-grabbing direct mail piece can guide your prospect to a personalized landing page; a timely follow-up email can then reinforce the message, and a sales team call referencing the mailer builds on the momentum. When all these touchpoints are part of a coordinated marketing strategy, you increase your chances of moving customers and prospects forward in their buyer’s journey.
This cross-channel approach isn’t just more engaging; it’s also measurable. By tracking digital behaviors such as web visits, email clickthroughs, and form completions following a mail drop, you can analyze key metrics, prove return on investment, and work to further increase conversion rates and sales. Some of the most effective ABM programs today use a mix of multiple channels and touchpoints. Teams reach out to high-value target accounts with strategic direct mail efforts, then nurture those leads with digital marketing messages, social media engagement, and webinars. It’s not about choosing one channel over the other but about choosing the right mix for your target audience.
B2B Audiences Are Ready for a Refresh
B2B buyers are inundated with marketing messages that all sound the same.
But here’s the good news. Decision-makers are still paying attention; they’re just paying attention to things that break the mold. That’s where direct mail marketing shines.
If your sales team is struggling to get past gatekeepers or your marketing campaigns are starting to blur together, direct mail could be the refresh your brand needs. Especially in 2025, as brands double down on data-driven, sustainable, and emotionally resonant strategies, leaning into a “classic” channel with modern personalization tools is just smart B2B marketing.
According to Forbes, one of the most important ways to create marketing value in B2B is to borrow from B2C by focusing on individual buyers, not just companies. Strong customer experiences drive loyalty, repeat purchases, and referrals. That starts with understanding your audience on a personal level: what they value, how they make decisions, and where they’re paying attention.
Direct mail lets you show up in a way that feels relevant, human, and thoughtfully targeted, providing the kind of experience modern B2B buyers are ready for.
Don’t Call It a Comeback, Call It a Smart Move
Physical marketing materials are a powerful tool for lead generation, brand awareness, and influencing the buying process. From boosting response rates to guiding prospects to a personalized landing page via QR codes, direct mail efforts offer strategic, measurable value.
Don’t write off direct mail campaigns as outdated. Instead, think of them as the missing piece in your modern marketing strategy, especially when teamed with smart email marketing, social media, and other digital channels.
Whether you’re looking to activate ABM, engage cold target accounts, or launch a high-converting direct mail marketing campaign, now is the time to think beyond the email inbox.
ePost Global is here to help. As experienced providers of international and domestic mailing solutions, we help B2B companies craft custom campaigns that drive ROI. From sourcing high-quality mailers to optimizing delivery and integrating follow-up across channels, our team can help you reach your audience, track success, and scale with confidence.
Let’s reimagine your next campaign.
Contact ePost Global today to get expert insight, tools, and support for launching your next great direct mail campaign.
