Printed direct mail is gaining strength: companies are investing more in it and, thanks to personalization, it delivers higher performance than digital channels.

The new State of Direct Mail 2026 study confirms that direct mail is capturing a larger share of marketing budgets, achieving high efficiency through personalization, and, when combined with data and automation, outperforming traditional electronic channels in terms of trustworthiness and responsiveness.

Direct mail is set to become one of the most effective marketing channels in 2026. Today, companies invest an average of 25% of their marketing budget in printed communications, and 90% of marketers have increased their investments this year.

According to the study, up to 96% of marketing leaders confirm that personalization significantly increases the results of direct mail campaigns. The best results are achieved when printing is combined with data on customer behavior and the right timing of communication.

The advantage of printed direct mail over emails and social networks is its higher credibility and ability to attract attention outside the crowded digital space. Physical mailing creates longer contact with the brand and higher memorability of the message.

The study also shows that 87% of companies still consider logistics, printing and delivery to be a weak point in marketing, and 82% of companies have solved unexpected costs or campaign delays because of this.

The most innovative companies are using AI and automation primarily for personalization (+74%), delivery optimization (+65%), and automated workflow (+63%), making direct mail a fully data-driven channel with a high return on investment.

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