Tips to Boost Direct Marketing ROI (That You Won’t Find Anywhere Else)

As the holiday season kicks off, we’re not only looking at an end-of-year sales surge but at a perfect time to reflect on strategy. For savvy marketers, this period is a launchpad into another year where competition will grow fiercer, consumer preferences even more nuanced, and direct response channels richer than ever. If you’re looking to optimize your integrated campaigns and maximize direct marketing ROI, copy-paste tactics simply won’t be enough.

In this article, we’ll discuss how to go beyond the standard playbook with tactics tailored to marketers who want real results.

1. Leverage Data with a Future-First Mindset

With the new year approaching, highly predictive offline data will be essential for digital marketers who want to protect ad budgets from lost opportunities and wasted spend. This means moving beyond basic demographic and behavioral segmentation to anticipate and service consumers’ ever-changing needs.

Brands can enrich their CRM by integrating insights such as community sentiment, economic trends, and even real-time signals from local events. The goal is to be proactive instead of reactive, acting on subtle changes such as regional shopping behavior shifts or foot traffic spikes around key store locations. According to 79% of consumers, brands have to demonstrate that they understand and care about them before they consider purchasing.

For example, an outdoor brand could combine weather data with shopping history and local spending patterns to identify prospects more likely to purchase gear ahead of a seasonal activity, like skiing. By targeting these high-likelihood segments on digital channels and then following up with a mailer right when they’re primed to buy, you improve conversion rates and, in turn, ROI.

2. Make the Most of USPS’s Integrated Technology Promotion

One of the hottest opportunities for direct marketers in 2025 is the USPS Integrated Technology promotion, which provides a 3% discount for brands that blend technology into direct mail. You may choose your start date at any time during the 2025 promotion calendar. The start date begins on the first mail date claiming the discount and must run for up to six consecutive months in CY 2025. The eligible technologies are:

• Augmented reality: Use 3D digital images to show real-world objects
• Integration with Voice Assistant: Guide exploration using voice commands
• Mobile Shopping: Encourage consumer purchases with your direct mail piece
• Mixed Reality: Combine both virtual and physical spaces
• Video in Print Technology: Use video to make your mail piece interactive
• Artificial Intelligence: Create mail pieces using the power of AI
• Virtual Reality: Allow your mail recipients to escape to artificial worlds
• Near Field Communication (NFC): Design a mailer with a chip

Imagine a fitness brand sending a postcard with an NFC tag that, when tapped, opens a customized landing page with interactive demos of new workout gear. All these technologies are ways to engage your audience and create experiences that go beyond opening standard mail. Not only will you save money with the discount, but you’ll also likely increase your return on investment through modernizing your mailers and increasing their impact.

3. Create Cross-Channel Contests to Skyrocket Engagement

Engagement incentives are a powerful way to engage consumers while expanding your exposure across multiple touches. Rather than running a basic giveaway, try a contest that links multiple mediums, such as mailing postcards with an entry code that must be redeemed online. This drives consumers to your digital channels where you can capture valuable data, encourage social follows, or direct traffic to specific landing pages.

For instance, a travel brand could create a contest where consumers receive a postcard featuring an exclusive travel giveaway, with the opportunity for additional entries if they sign up for SMS updates or follow their social media. As a bonus, the brand might add credibility by including influencer endorsements on the postcard or the landing page.

Consumers love contests for the thrill of feeling involved, and cross-channel strategies amplify this excitement, making the experience feel personalized and dynamic. And by offering bonus entries for SMS sign-ups, social sharing, or app downloads, you’re extending your reach while gathering rich insights on audience preferences across platforms. According to USPS, marketers saw their return on investment increase by 60% when combining direct mail with digital channels.

4. Increase In-Store Traffic with Unique Experiences

To drive foot traffic in the new year, brick-and-mortar brands can use location-based campaigns that merge offline and online channels. Consider sending personalized mailers or digital ads with exclusive, in-store incentives based on the consumer’s location and shopping habits. Targeting loyal customers in specific zip codes with a store-exclusive, limited-time promotion encourages in-store traffic while rewarding loyalty.

This food and beverage retailer saw a 13% increase in seasonal transactions after coordinating a campaign that used location and purchase data to send personalized offers timed with the opening of pop-up stores. These efforts directed consumers to specific locations at peak interest, boosting sales through a targeted approach that made customers feel directly invited to participate.

Focusing on location-based offers, marketers create a sense of exclusivity and urgency that encourages consumers to visit their physical locations. As a next step, try integrating these campaigns with real-time mobile alerts, adding layers of personalization like time-sensitive discounts that refresh as users come within a certain radius of the store.

5. Use Consumer Trends to Boost Direct Marketing ROI

Launching simple multichannel campaigns is no longer enough—you need campaigns that evolve with your audience. Throughout the next 12 months, consumer insights should be your anchor for crafting dynamic experiences that adapt as preferences shift.

This is where our report, What Consumers Want: The Dos and Don’ts of Direct Mail, can help. It provides key insights on consumer preferences and engagement with direct mail and highlights best practices marketers can follow to maximize mail’s impact to drive conversion. You’ll be able to use these insights to refine your messaging, target smarter, and maintain relevance across touchpoints.

The days of expecting standout direct marketing ROI from low-budget, low-touch campaigns are over. SeQuel Response, a Franklin Madison company, is here to support your journey with resources, expertise, and insights. Contact us today to discover how we can make your brand a household name.