---
title: The Pandemic Has Made Direct Mail More Important Than Ever
description: During the pandemic, digital overload pushed marketers back to direct mail. Learn why tangible mailers are more powerful than ever and how connected video brochures finally add data and insight to this channel.
---

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 August 1, 2024

# The Pandemic Has Made Direct Mail More Important Than Ever

![Picture of Marc Media](https://crm.marcmedia.io/hs-fs/hubfs/logo-m-marc-white-on-blue-circle.png?width=50&name=logo-m-marc-white-on-blue-circle.png) [Marc Media](https://crm.marcmedia.io/blog/author/marc-media)

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When the pandemic pushed workers out of offices and deeper into screens, digital advertising exploded—and so did the clutter. As inboxes filled with emails and feeds became crowded with ads, many brands rediscovered direct mail as a way to cut through the noise and physically reach people at home.

## Direct mail feels tangible and memorable

Unlike an email that disappears with a click, a well-designed mailer is something people hold, carry into their homes, place on counters, and often discuss with others. Because it engages multiple senses, direct mail tends to stay in a household much longer than a typical email stays in an inbox, creating more chances for a message to be noticed and remembered.

## Audiences—especially younger ones—like getting mail

Many Millennials and Gen Z consumers don’t associate direct mail with junk. For them, a targeted, personalized piece addressed directly to them feels novel and considerate in a way digital ads rarely do. That sense of being seen helps deepen trust and connection with the brand that sent it.

## Direct mail and email work best together

Email remains a fast, low-cost channel, but engagement is notoriously uneven. By pairing email with direct mail in an integrated campaign, brands can use the reach and efficiency of digital while relying on the stopping power of physical mail to drive real attention and response.

## Fixing direct mail’s biggest weakness: data

Historically, the tradeoff with direct mail has been limited visibility into who actually engaged. That is changing. By embedding IoT technology into printed pieces—like Marc connected video brochures—marketers can now see who opened a mailer, how often they engaged with the video content, when it happened, and where. Direct mail finally catches up to digital with real behavioral data.

## A smarter way to use direct mail

Marc campaigns blend the impact of print, the engagement of video, and the insight of first-party data. For marketers looking to reach people working and living at home, connected video brochures turn direct mail into one of the most measurable, personal, and effective channels in the mix.

[Pandemic](https://crm.marcmedia.io/blog/tag/pandemic), [Direct Mail](https://crm.marcmedia.io/blog/tag/direct-mail), [First-Party Data](https://crm.marcmedia.io/blog/tag/first-party-data), [Print Marketing](https://crm.marcmedia.io/blog/tag/print-marketing), [Video Brochures](https://crm.marcmedia.io/blog/tag/video-brochures)

## Related posts

[![](https://crm.marcmedia.io/hs-fs/hubfs/og-image-homepage.png?height=200&name=og-image-homepage.png)](https://crm.marcmedia.io/blog/direct-mail-measurement-gap)

[Measurement](https://crm.marcmedia.io/blog/tag/measurement), [ROI](https://crm.marcmedia.io/blog/tag/roi), [marketing optimization](https://crm.marcmedia.io/blog/tag/marketing-optimization)

## [How the Measurement Gap Is Costing Marketers Millions in Missed Revenue](https://crm.marcmedia.io/blog/direct-mail-measurement-gap)

![Picture of Marc Media](https://crm.marcmedia.io/hs-fs/hubfs/logo-m-marc-white-on-blue-circle.png?width=50&name=logo-m-marc-white-on-blue-circle.png) [Marc Media](https://crm.marcmedia.io/blog/author/marc-media) 

 January 19, 2026

Marketing teams lose millions each year because they cannot measure the impact of direct mail....

[Read more](https://crm.marcmedia.io/blog/direct-mail-measurement-gap)

[Testing](https://crm.marcmedia.io/blog/tag/testing), [Analytics](https://crm.marcmedia.io/blog/tag/analytics), [Optimization](https://crm.marcmedia.io/blog/tag/optimization)

## [The Direct Mail Optimization Framework for Data-Driven Campaign Scaling](https://crm.marcmedia.io/blog/direct-mail-optimization-framework)

![Picture of Marc Media](https://crm.marcmedia.io/hs-fs/hubfs/logo-m-marc-white-on-blue-circle.png?width=50&name=logo-m-marc-white-on-blue-circle.png) [Marc Media](https://crm.marcmedia.io/blog/author/marc-media) 

 July 5, 2025

Most marketers treat direct mail like a one-shot tactic: send something impressive, hope for the...

[Read more](https://crm.marcmedia.io/blog/direct-mail-optimization-framework)

[![](https://crm.marcmedia.io/hs-fs/hubfs/Artboard%201%20copy%2010@1-5x.jpeg?height=200&name=Artboard%201%20copy%2010@1-5x.jpeg)](https://crm.marcmedia.io/blog/direct-mail-roi-measurement)

[Direct Mail](https://crm.marcmedia.io/blog/tag/direct-mail), [Measurement](https://crm.marcmedia.io/blog/tag/measurement), [Analytics](https://crm.marcmedia.io/blog/tag/analytics), [ROI](https://crm.marcmedia.io/blog/tag/roi)

## [Why 73% of Marketers Can’t Prove Direct Mail ROI (And How MARC Fixes It)](https://crm.marcmedia.io/blog/direct-mail-roi-measurement)

![Picture of Marc Media](https://crm.marcmedia.io/hs-fs/hubfs/logo-m-marc-white-on-blue-circle.png?width=50&name=logo-m-marc-white-on-blue-circle.png) [Marc Media](https://crm.marcmedia.io/blog/author/marc-media) 

 January 5, 2026

Marketing has evolved into a discipline defined by measurement. Digital channels have trained...

[Read more](https://crm.marcmedia.io/blog/direct-mail-roi-measurement)

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