Melanie De Caprio, VP of Marketing at SG360°, discusses the key findings of a recent study confirming how B2C marketers value personalized direct mail as part of their marketing mix, and why consumers — especially digital natives — enjoy receiving relevant direct mail pieces.
view short video at: https://www.piworld.com/xchange/digital-printing/study-confirms-marketers-consumers-preference-relevant-direct-mail/#ne=d7f0e6e16b0d037f71fc050491da5623&utm_source=today-on-piworld&utm_medium=newsletter&utm_campaign=2021-10-07
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A recommendation by Postmaster General David Steiner not to raise prices in January 2026 for Market Dominant products, which includes First-Class Mail, was accepted by the governors of the United States Postal Service. The price of a stamp to mail a 1-ounce single-piece First-Class letter will not increase in early 2026.
“We continually strive to balance our pricing approach both to meet the revenue needs of the Postal Service and to deliver affordable offerings that reflect market conditions,” Steiner said. “We have therefore decided at this time to forgo a price change for First-Class Mail postage and other Market Dominant services until mid-year 2026.”
Matt Jensen, MIDLAND Postal Affairs Manager clarifies that "Market Dominant" mail includes: first class mail, periodicals, marketing mail including catalogs, and package services. Additional clarification on included mail:
Tabbed catalogs/direct mail under three ounces typically mail as a Marketing Mail letter
Untabbed catalogs/direct mail under one pound typically mail as a Marketing Mail flat
Heavier pieces over one pound typically mail as Package Services
In a world dominated by likes, swipes, and scrolls, it might sound counterintuitive—but young adults are drawn to direct mail and the tangible, personal connection it brings.
Gen Z (those born in the late 90s to early 2010s), the first fully digital-native generation, isn’t just glued to their screens. They’re actively engaging with marketing that shows up offline—especially in the form of tangible, thoughtfully designed mail.
Gen Z Is Paying Attention to Print
Raised in a digital world, this generation craves authenticity, tangibility, and real-world experiences that stand out from the constant scroll of online content.
Gen Z grew up digital, but that also means they’re used to being constantly advertised to—on every platform that they interact with. Digital fatigue is real. For brands seeking to cut through the noise, direct mail is emerging as a go-to tactic for meaningful and memorable engagement with this powerful audience.
The American Forest & Paper Association (AF&PA) released the March 2026 Printing-Writing Monthly report. According to the report, total printing-writing paper shipments decreased 7% in March compared to March 2025.
Total printing-writing paper inventory levels in March decreased 1% when compared to February 2026.
Using the latest available U.S. Census Bureau trade data, February purchases of total printing writing papers decreased 3% compared to the same month last year.