In an era where inboxes and social feeds overflow with promotional content, ecommerce brands are revisiting a classic yet underutilized channel—direct mail. Once considered old-fashioned, direct mail is now seen as a strategic way to cut through digital clutter, connect on a personal level, and drive measurable results for online retailers. Direct mail marketing continues to be a powerful force, with high open rates, stronger brand recall, and the ability to reach offline or older audiences.
Why Direct Mail for Ecommerce?
Ecommerce companies benefit from direct mail’s unique ability to deliver tangible, memorable messages directly to customers’ homes. Studies reveal that 74% of marketers rate direct mail as delivering the highest ROI, outperforming digital channels such as email and display ads. A 2025 analysis found campaigns that include direct mail generate response and conversion rates significantly above those relying on digital alone.
Stronger Response and Conversion: Direct mail boasts a 29% ROI, higher than display ads (16%) or paid search (23%).
Memorable and Trusted: 82% of people trust physical mail, associating it with credibility and authenticity.
Multi-Touch Synergy: Campaigns combining direct mail and digital are 40% more likely to rank high for sales performance, and deliver a 12% lift in revenue versus digital-only tactics.
How Modern Ecommerce Brands Use Direct Mail
Today’s ecommerce players aren’t sending generic flyers or catalogs; they’re leveraging automated, data-driven mail campaigns that respond to customer behaviors and personalize content.
Personalization: Advanced targeting allows brands to reference customer names, previous purchases, or online browsing history. This increases relevance and boosts engagement rates.
Automation: Tools like Lob, PostGrid, and Sendoso automate the sending of postcards, catalogs, sample mailers, or even QR code-embedded pieces, triggered by events such as cart abandonment or loyalty milestones.
Integration: Leading brands integrate direct mail data with marketing automation, CRM, and ecommerce platforms, so mailings are timed and targeted for maximum impact.
Cart Recovery: Prompting shoppers who abandon online carts with a coupon postcard can lift recovery rates.
Welcome and Loyalty Programs: Sending tangible welcome offers or exclusive loyalty rewards via mail creates a positive, memorable first impression.
Seasonal and Event Campaigns: Direct mail cuts through the holiday ad noise, driving more conversions during peak buying seasons.
Omnichannel Campaigns: Combining mail with email, SMS, and retargeting creates a seamless customer journey, reinforcing brand awareness and boosting results.
Measured Results: ROI and Analytics
Recent benchmarks demonstrate direct mail’s profitability for ecommerce:
Brands using direct mail reported a 1-to-1 increase in orders for every 1% increase in mailed volume, and a 1.27% revenue boost, suggesting higher order values.
A test involving a major beauty ecommerce brand showed direct mail delivered a customer acquisition cost (CAC) of $37.50, outperforming Google, Amazon, and Facebook ads on cost per order and average order value.
60% of recipients visit the website after receiving a catalog or postcard—a physical prompt leading directly to digital engagement.
The Future of Direct Mail in Ecommerce
As digital marketing gets more competitive and privacy rules limit online tracking, direct mail offers ecommerce a privacy-safe, tactile way to reach and convert customers. From QR codes linking to shoppable experiences to augmented reality postcards, innovation is keeping mail campaigns fresh and interactive.
Leading Industry Players
Lob: Cloud-based platform for end-to-end personalized and automated direct mail.
PostGrid: Automates postcards, letters, and checks, integrated with ecommerce and CRM tools.
Sendoso: Enables scalable, triggered direct mail campaigns for ecommerce and B2B brands.
Other notable providers include PostcardMania and Postalytics, known for seamless integrations and campaign analytics.