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Top 10 Trends in Direct Mail for 2025

An often-overlooked tool, Direct Mail is having something of a resurgence at present. Not back to the heady numbers of days past, but users are experiencing strong results as the channel continues to innovate and develop.

Rise of the One-Piece Mailer
The use of OPM work has risen significantly in the last 12 months. Partly driven by cost – as replacements for brochures, fully variable, and fast to produce. They are a great tool but still limited by sealing criteria for full Royal Mail discounts, and the limited real estate versus a traditional stitched item of print.

Paperwrap Grabs Market Share
Strike a pose and look at the view! Retail and travel have embraced Paperwrap with open arms. The ability to wrap a catalogue or brochure in a double-sided, full-colour outer, with variable printed data, is allowing designers to really make the most of the outer real estate. From wraparound beach views to a private plate on a supercar, Paperwrap has become one of the most dynamic marketing tools.

Polywrap Still Hanging in There
The rumours about polythene enclosing and its lack of use are far from true. Now that polythene can be recycled at the doorstep, it’s brought it back into the picture. Certainly, for heavier packs with thick print, you still can’t beat it.

Thick Brochures Are Not Yet Extinct!
Not at all – we’ve seen a large number of traditional thicker brochures and catalogues being printed again. As so many firms find numbers and orders drop once the print is turned off, we’ve seen the bounce back. Certainly, with the current levels of engagement reported by JICMAIL, who wouldn’t want a full catalogue in the hands of several buyers for a number of days?

Smart Mailing with Selective Inserts and Greater Variability Is Now Common
Finally, we are seeing end clients embrace the technology—using the added value of targeting mini-sectors with databases and selective enclosing. Targeting several different demographics or profiles within a dataset to send an optimised pack is driving up that engagement and attribution we’re seeing in all the reporting. You have to ask—why aren’t you doing it?

Bumpy Mail Has Taken a Hit
Oh, the good old days of giveaways and novelty items—from staple remover to pen, trolley coin to desk plant. We’re seeing fewer and fewer of these mailings, which is a real shame. But rising costs and the fact that so many packs can’t be sent as machineable has really impacted this marketing tool.

Little and Often Is Beating Big and All at Once
More and more, we’re seeing the switch from sending everything at once to strategic split-outs. These split campaigns are delivering great results and don’t rely so much on gearing up the call centre to the nines. The longer lead times on end delivery have helped drive this trend, which we saw really grow a few years ago. Stagger that release date and split the data.

End-to-End Tracking Is Bringing Full Active Campaign Management a Real Step Closer
It’s not Big Brother—but it is his items of post! With the Royal Mail Direct data tool, you can access so much information about the journey of your mailing through the network. With the upcoming changes at Royal Mail, being able to track—and ultimately predict—land dates will be invaluable. No longer will DM be seen by some as stuck in the dark ages.

Quality of Print Is Outshining Quantity
Time and time again got something to sell or promote? Do it in style. Paper stocks, feel, type, weight—all crucial. We’re seeing a strong return to added-value print. Even if volumes are down, quality is rising. If it feels good, it really does drive that response rate.

Testing, Testing… The Penny Is Dropping
A drum that’s been often banged—but no one danced to—now the trend is developing. More and more end users are asking the question of their data and collateral: “What if?” Finally, we can help clients test and learn more about their mail packs; the best formats, the best offers, the best colours/sizes, dates—everything, in fact. Test and test again to refine your direct mail spend and results.

As we go into the rest of 2025, Direct Mail is seeing some fantastic results yet is still underused and ignored by some. As a tool to drive results, to engage or visit, it’s proving its worth time and time again.

Used well, it’s such a not-so-secret weapon for the Marketing department.