In today's digital world, direct mail might seem like a relic. Who's checking their mailbox when they have a phone in their hand? But here's the reality: Direct mail is a powerful tool for driving people online.
Whether someone is making a purchase or browsing a restaurant's menu, direct mail can play a critical role in getting them there. It may feel counterintuitive, but the data tell a compelling story.
Why Direct Mail Still Works, Especially During the Holidays
One of the best times to study shopping behavior is during the holiday season, when a majority of purchases move online. According to Bain & Co., 76% of holiday shoppers planned to do at least half of their shopping online last year.
Who's Responding—and Why?
So, who is most influenced by direct mail? The answer might surprise you:
  • Gen Z—23%
  • Boomers—18%
  • Millennials—16%
  • Gen X—10%
Yes, Gen Z topped the list, despite being the most digitally immersed generation. But studies consistently show that Gen Z appreciates physical mail. According to Keypoint Intelligence, they're even more likely than millennials (43% vs. 36%) to check their mailbox every day. Even more striking: 51% of Gen Z said they had made a purchase in the last six months as a result of receiving direct mail.
Gender also plays a role: Men were nearly twice as likely as women to make an online purchase after receiving a mail piece (21% vs. 12%).
Turning Insights into Action
So what motivates people to respond to a direct mail offer? While discounts remain popular, “free shipping” topped the list of the most desired non-discount offers (61%), followed by:
  • Loyalty points (14%)
  • Bonus gifts (13%)
  • Free returns/exchanges (8%)
These incentives can be powerful motivators, especially when placed front and center in your messaging.
Final Takeaway
As you plan your next promotion—holiday or not—don't underestimate the power of direct mail to drive online action. And remember: bold offers, vibrant visuals, and valuefocused messaging go a long way, especially with Gen Z.
So go ahead! Put that postcard to work.

Last Updated: 12 December 2025

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