Franklin Madison Direct：2026年直邮营销基准报告（英文版）（19页）.pdf

1、1Direct Mail Marketing Benchmark Report2026Examining how marketers leverage direct mail,what impacts performance,and how consumers engage across touchpoints2Table of ContentsExecutive Summary 2Audience Demographics 3Current State of Direct Mail Usage 5Trends in Direct Mail Testing and Execution 10In

2、tegration with Digital Channels 12Strategic Insights for Marketers 14Future Outlook and Opportunities 17Franklin Madison Directs 2026 Direct Mail Marketing Benchmark Report combines the latest marketer and consumer research to deliver a clear view of current direct mail performance and the factors s

3、haping its impact This years results show a channel that remains strong and stable,with marketers achieving gains through more precise targeting,relevant content,and consistent testing rather than broad strategic shifts At the same time,consumers view direct mail as one of the most influential and e

4、ngaging advertising typesresponding most favorably when mail is offerled,personalized,and connected to digital pathways To complete this years industry research,we partnered with research firm Circlebox to field two national studies:one among marketers and one among consumers In January 2026,Circleb

5、ox surveyed 500 U S B2B,B2C,and mixedmodel marketing professionals through a 10minute online questionnaire,gathering insights on direct mail performance,execution practices,targeting and testing strategies,and channel integration During that same period,Circlebox conducted a second online study with

6、 600 U S consumers,designed to understand how frequently they engage with different advertising formats,how influential and enjoyable they find each,and their behaviors and preferences specific to direct mail.Executive SummaryMethodology32929+7171GG3636+6464GG3535+6565GGMarketer Audience Demographic