Direct mail continues to hold its place in marketing, even with so much attention on digital channels. Businesses are asking how their efforts measure up, and 2025 benchmarks give a clear picture. This year’s average direct mail response rates show that print campaigns still compete strongly with email and paid ads.

Companies across retail, nonprofits, financial services, and more are finding that well-crafted mail pieces can drive higher engagement than many digital-only strategies.

So, is direct mail making a comeback? Yes. One strong indication is that direct mail has remained steady while other marketing channels rise and fall in popularity.

Businesses want to know how direct mail response rates compare with digital options, and the latest numbers help explain why print is still a strong choice.

Direct mail response rates continue to beat many digital channels. One recent study from LettrLabs shows average direct mail response rates around 4.4%, while email campaigns in the same time frame often draw only about 0.12%

According to MailPro, direct mail campaigns aligned with good practices tend to fall between 2% and 5%, depending on how well the mailing list is managed and how targeted the audience is.

Industry Benchmarks Vary Across Sectors

Direct mail delivers an average 4.4% response rate, but actual results differ by sector. Some industries consistently perform above the average, while others land lower, showing how audience and campaign type shape outcomes. We’ll dive into specific industries in a moment.

Direct Mail Contines to Matter

Direct mail marketing remains relevant because it creates trust and feels tangible. A printed piece can be personalized in ways that make recipients feel valued, whether through names, offers, or product recommendations. This mix of personalization and physical presence gives direct mail a lasting place in a digital-first marketing environment.

Industry-by-Industry Breakdown of Response Rates

Direct mail response rates vary by industry, with some sectors consistently performing above the overall averages. This difference comes from how each type of organization connects with its audience and the kinds of mailings they send. Focus Digital has a breakdown of response rates across various industries:

Retail and eCommerce

Retail mailings see a response rate of around 3.09%. Local small businesses, such as restaurants or salons, land slightly below that at about 2.96%. Catalogs and postcards are key for highlighting sales and promotions, cutting through cluttered email inboxes.

Catalogs and postcards help remind customers of seasonal products, sales, and special promotions. Many businesses see direct mail as a way to stand out when email promotions get lost in crowded inboxes.

Nonprofits

Healthcare providers such as medical clinics and dental practices see about 3.38%. For broader healthcare & pharmaceutical sectors, the average can reach 4.09%.

Donation appeals have a personal and emotional quality that motivates recipients to take action.

Financial Services and Insurance

Direct mail from financial services averages a 3.95% response rate. Insurance mailings tend to be similar, roughly 3.51%. Credit card offers, policy updates, and customer loyalty mailers continue to bring steady returns.

Healthcare and Real Estate

Healthcare providers like medical clinics and dental practices see about 3.38%. For broader healthcare & pharmaceutical sectors, the average can reach 4.09%.

Clinics and hospitals use mailings to remind patients of appointments or promote new services. Real estate agents send property listings, market updates, and open house invites that keep buyers engaged.

Other Industries

Healthcare providers like medical clinics and dental practices see about 3.38%. For broader healthcare & pharmaceutical sectors, the average can reach 4.09%.

Some industries outperform average rates. For example, technology sectors, luxury goods and services tend to see 4.30% to 4.46% in response rate. Real estate is around 3.32%, and education is about 3.64%

What are The Strategies to Increase Response Rates in Direct Mail Campaigns?

What is the future of direct mail? It will continue to thrive as long as businesses focus on the right mix of targeting, design, and integration with other channels.

Direct mail works best when it feels personal. Businesses now use data such as demographics, past purchases, and browsing behavior to create targeted offers.

Design and Print Quality

Strong design and high-quality printing help a campaign stand out. A clear layout, eye-catching colors, and premium paper all signal that the brand values the customer.

A strong call-to-action gives readers a reason to respond right away.

Omnichannel Integration

Direct mail response rates improve when print campaigns connect with digital platforms. QR codes, personalized URLs, and follow-up ads on social media guide recipients from the mailbox to online engagement.