Direct Mail Response
Direct mail has been a core part of my marketing and creative leadership work, for more than a decade, spanning both end-to-end ownership and agency collaboration models. Across two organizations, I’ve led strategy, creative direction, and execution for high-volume, highly personalized mail programs—building scalable systems, coordinating complex production workflows, and ensuring every piece supported a larger, integrated campaign. Whether managing dozens of client imprints or partnering closely with an external agency, my focus has been on creating direct mail that feels intentional, cohesive, and impactful.
Why Direct Mail
Still Works
Even in a world dominated by digital marketing, direct mail continues to be a highly effective and engaging channel when executed thoughtfully. Because physical pieces arrive in someone’s hands rather than an inbox, they often earn higher response and engagement rates than many digital formats, especially when combined with personalization and integrated campaign strategy.
Research shows that direct mail campaigns consistently outperform many digital channels, with average response rates that far exceed typical email engagement and strong return on investment when well targeted. These findings support the idea that thoughtfully crafted mail—paired with clear creative direction and audience focus—can be a powerful tool in multi-channel marketing.
Key Direct Mail Performance Stats
Highest ROI of any channel
In a 2024 industry report, 84% of marketers said direct mail provided the highest ROI across channels. Postalytics
Direct mail achieves response rates around 4.4%, significantly higher than email marketing benchmarks.
Personalized direct mail is proven to increase response rates and make recipients more likely to engage
Integrating direct mail with other channels (like digital) exponentially improves campaign performance and engagement.
Past Experience
Direct Mail : Go Next
In my role at Go Next, direct mail was one of the most complex and high-volume channels I led—spanning strategy, creative direction, and project management.
I developed the annual brochure template partnering with a contract designer to execute 80+ unique brochure campaigns annually, coordinating more than 75 individual client imprints. Each piece was customized with trip-specific messaging, branding, and audience considerations while maintaining consistency across the overall program.
Beyond production, I also led creative marketing ideation. One standout concept was a series of custom postcards for passengers who had already booked—designed to build excitement and anticipation ahead of their trip. Each postcard featured coordinated, trip-specific copy and visuals tailored to the itinerary, turning a simple touchpoint into a moment of connection and delight.
The work balanced creativity with logistics, ensuring every piece felt personal, polished, and on-brand—at scale.
The Impact: Delivered a scalable, high-quality direct mail program that balanced creative expression with operational efficiency. The work strengthened brand consistency across clients, improved the personalization of traveler communications, and added a meaningful, memorable touchpoint in the customer journey.
Direct Mail: OneHope
At OneHope, I supported direct mail as part of a broader, multi-channel fundraising program over the course of eight years. Working in close creative partnership with an external agency that managed execution, I contributed to strategy, messaging, and creative direction for Global Report—a monthly direct mail newsletter sent to donors and subscribers. Alongside print, I helped align digital ads and email marketing to reinforce direct mail themes, including coordinated messaging for biannual matching challenges and special appeals.
While I wasn’t responsible for production or volume at the scale of my work at Go Next, my role focused on integration and consistency—ensuring donors experienced a cohesive narrative across print, email, social media, and digital touchpoints throughout the year.
Lob. (2025). State of Direct Mail Consumer Insights Report 2025. https://www.lob.com/state-of-direct-mail/consumer-insights/2025-report Lob
Postalytics. (2025). 64 direct mail statistics marketers should know in 2025. https://www.postalytics.com/wp-content/uploads/2025/08/POSTALYTICS_2025_8.5x11-1.pdf Postalytics
Postalytics. (2025). Direct mail trends & statistics for 2025. https://www.postalytics.com/direct-mail-statistics/ Postalytics