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Campaign Measurement: The Ultimate Guide
Learn our top tips on how to track the performance of your marketing campaigns and make decisions that will help you increase your ROI.
Direct mail marketing is thriving in 2025 as an innovative, data-driven channel that complements digital outreach. In fact, direct mail has open rates as high as 80-90% compared to email’s 20-30%, and delivers the highest median ROI of 112% of any marketing medium.
What are the top direct mail trends in 2025? Below we explore five key trends - from AI-powered personalization to eco-friendly mail - and how you can leverage them. Each trend is backed by industry research (from Canada Post, USPS, Lob, etc.) and real examples of how DRMG (Direct Response Media Group) is leading the way in Canada.
1. AI-Powered Personalization Drives Response Rates
Artificial Intelligence is transforming direct mail by enabling highly customized messaging, imagery, and offers - all based on individual customer behavior and preferences.
Canada Post research shows that personalized direct mail drives up to 135% higher response rates compared to non-personalized campaigns. Roughly 52% of consumers now expect mail to be personalized. Canada Post also found that 86% of Canadians are more likely to open mail addressed to them by name.
AI makes this easier than ever. Machine learning models can analyze purchase history, demographics, and even online behavior to predict the best offer or message for each prospect. Instead of one-size-fits-all flyers, you can send 1-to-1 “smart mailers” that feel hand-picked for each recipient. Personalization isn’t just nice - it can deliver 5-8x ROI on marketing spend according to industry analyses.
How DRMG delivers: DRMG leverages cutting-edge data analytics to create hyper-targeted campaigns. We segment your audience using rich data (including tools like Environics segmentation) to tailor the content and design of each mail piece. Everything from the customer’s name, local store info, personalized maps, to custom offers can be dynamically printed.
2. Advanced Campaign Tracking & Analytics (Insight 2.0)
As direct mail integrates with digital, campaign tracking has become critical. Marketers demand clear attribution and real-time performance data from their mail campaigns.
High-performing marketing teams are 35% more likely to use advanced tracking and attribution for direct mail campaigns. Marketers who automate and track direct mail report significantly better response rates, thanks to more targeted and optimized campaigns.
Modern direct mail uses unique response mechanisms to measure impact:
- QR codes and PURLs
- Call tracking numbers
- Mail delivery and conversion data
DRMG’s solution: We offer comprehensive campaign tracking through our proprietary Insight 2.0 analytics dashboard. Insight 2.0 allows you to monitor online & offline responses in one place - from QR code scans and website visits to call engagements and store redemptions. Learn more at https://drmg.com/campaign-tracking and https://drmg.com/qr-codes.
3. Omnichannel Integration & QR Code Engagement
In 2025, successful campaigns don’t silo direct mail - they integrate it with digital channels. Coordinating direct mail with digital channels can boost response rates by 63% and increase website visits by 68%.
QR code marketing is central to this strategy. 77% of marketers include QR codes in their direct mail campaigns in 2025. QR codes bridge offline and online, enabling:
- Product discovery
- Coupon redemption
- RSVP and form fills
- Interactive AR experiences
DRMG’s approach: We help clients design integrated campaigns using QR codes and Insight 2.0 to track results. See how it works at https://drmg.com/qr-codes.
4. Sustainability and Eco-Friendly Direct Mail
Sustainability in marketing is now expected. Brands are choosing:
- Recycled/FSC-certified paper
- Soy/vegetable-based inks
- Plastic-free formats
- Right-sizing mail
82% of marketers include eco-friendly practices. DRMG has been recognized with the 2022 Smartmail Marketing Environment Partner Award for our sustainability leadership. Learn more about our initiatives: https://drmg.com/marketing-blog/drmg-leading-the-charge-in-sustainable-printing-and-direct-mail-delivery
We also help you highlight your green practices directly on mail pieces.
5. Creative & Tactile Mail Formats to Stand Out
Creative design helps mail stand out in a crowded media landscape. Tactile mail formats keep your brand visible longer. Direct mail stays in the home an average of 17 days - far longer than the seconds most emails last.
Engaging features include:
- Textured papers and embossing
- Die-cut shapes
- Pop-ups and interactive folds
- AR and scannable media
DRMG’s creative edge: Our in-house team designs memorable, brand-aligned mailers - from custom formats to interactive ideas. We can support format innovation inspired by pieces like Canada Post’s pop-up cube: https://informationpackaging.ca/projects/canada-post-pop-up-cube/
Direct mail is smarter, greener, and more effective than ever. With tools like Insight 2.0, campaign tracking, and advanced personalization, DRMG is helping brands across Canada execute campaigns that stand out and deliver.
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