Direct Mail Isn’t Dead—It’s Just Rebranded (And Still Converts)

At Free Beer Marketing, we like to say: if it ain’t broke, don’t digitize it. Direct mail might not have the shiny newness of TikTok or AI-driven ad platforms, but it still pulls its weight—especially when it’s in the hands of the right audience.

Here’s what the latest data shows about how different generations interact with direct mail in 2025, and why you might want to revisit this powerful (and underutilized) channel in your next campaign.

Millennials: Don’t Sleep on the Paper Trail

Millennials—the digital natives everyone assumes are glued to screens—are surprisingly engaged with snail mail:

    •    88% take the time to look through their mail to ensure they aren’t tossing out useful info.

    •    73% would actually be upset if they stopped receiving mail.

    •    65% pay attention to direct mail ads.

    •    62% read through advertising mail instead of discarding it.

Translation? If you’re not mailing to Millennials, you’re missing a chance to stand out in a world of inbox overload.

Gen X: Still Checks the Mailbox (But Maybe Doesn’t Run to It)

Gen X might be less reactive than Millennials or Boomers, but they still engage with direct mail to a reasonable extent. They aren’t the flashiest audience—but don’t count them out, especially for big-ticket items or considered purchases.

Baby Boomers: The Direct Mail MVPs

Baby Boomers remain the most likely to read direct mail across nearly all categories (except political and nonprofit mailers). They also:

    •    Spend more time processing physical ads than digital ones

    •    Expect a higher degree of trust and authority from mail campaigns

If your audience includes Boomers, direct mail isn’t optional—it’s expected.

The Bigger Picture: Direct Mail’s Quiet Power

Across all generations, direct mail holds its own:

    •    42.2% of recipients read or scan their mail

    •    It requires 21% less cognitive effort to process than email

    •    Recipients purchase 28% more items and spend 28% more money than those who don’t receive direct mail

In short: fewer distractions, more attention, better ROI.

Final Word: Add Some Paper to Your Pixel

At Free Beer Marketing, we don’t believe in old-school vs. new-school. We believe in right channel, right audience, right message. Direct mail in 2025 isn’t your grandma’s coupon booklet—it’s a precision-targeted, brand-building machine that belongs in your omnichannel strategy.

Need help building a direct mail campaign that actually converts? Let’s talk. We’ll bring the beer.