How Big Brands Use Direct Mail — And How Local Businesses Can Win with It Too
In today’s digital age, where inboxes are flooded and online ads are ubiquitous, direct mail stands out as a tangible and effective marketing channel. Recent campaigns by major brands like J.Crew, Amazon, and KURU Footwear prove that even in 2024, print marketing is not just alive — it’s thriving.
J.Crew’s Catalog Revival
After a four-year hiatus, J.Crew brought back its beloved print catalog in 2024. More than just a nod to nostalgia, this strategic move helped re-engage loyal customers and introduced new audiences to the brand. With high-end visuals, storytelling, and QR codes linking to online shopping, it bridged print and digital seamlessly.
Amazon’s Personalized Mailers
Amazon, the poster child for digital commerce, has embraced direct mail to drive targeted engagement. By mailing postcards and curated mini-catalogs, Amazon has reconnected with customers in a more personal way, offering exclusive deals and reactivating dormant users.
KURU Footwear’s Retargeting Success
Direct Mail: The Offline Channel That Cuts Through the Digital Noise
Here’s the reality: Digital fatigue is real. Consumers are overwhelmed by pop-ups, banner ads, and promotional emails. In contrast, Direct Mail stands out because:
- It’s trusted and feels more secure than online content.
- It has a higher open rate — 80-90% compared to email’s 20-30% (Postalytics).
- It creates a memorable, tactile experience that digital formats can’t replicate.
- In a recent study, integrating Direct Mail into a campaign increased response rates by 63% and lifted ROI by over 160% when sent to existing customers (Franklin Madison).
It’s Not Just for Boomers — Gen Z Loves Mail Too
Think Direct Mail only works on older demographics? Think again. A recent report found that 72% of Gen Z consumers look forward to receiving mail — and feel disappointed when their mailbox is empty. For a generation raised on screens, physical mail offers a refreshing break and a real-world connection to your brand.
The Stats Speak for Themselves
According to a FedEx Office survey of 500 small business owners:
- 87% say printed marketing materials are effective in driving new business.
- 57% of 18–34-year-olds value flyers and brochures.
- 44% plan to increase their use of newsletters and Direct Mail in the coming year.
If you’ve been relying solely on digital channels, now might be the time to reconsider.
What Does This Mean for Local Businesses?
At Our Town America, we’ve seen firsthand how effective Direct Mail can be — especially when it’s targeted, personalized, and timed right.
Whether you’re:
- Welcoming new movers to your neighborhood
- Sending birthday postcards with exclusive offers
- Reaching entire communities through EDDM
- Driving digital engagement with QR codes and geofencing
We help small businesses build real connections with customers that last.
Final Thoughts
Direct Mail isn’t outdated — it’s evolving. Major brands and local businesses alike are realizing its value. As part of a broader marketing mix, it offers real connection, high engagement, and measurable results.
Ready to harness the power of direct mail? Let’s collaborate to create a campaign that drives engagement and growth for your business.
