State of Direct Mail 2026: Consumer Insights Edition

Try: https://dashboard.lob.com/register | Watch the State of Direct Mail 2026: Consumer Insights Edition webinar. Lob, USPS, Faraday, SimpliSafe, and Kirin Analytics break down new research from 2,000 U.S. consumers on how economic pressure, personalization, and AI are changing the way people read, keep, and act on their mail. Consumers are under pressure, and it shows at the mailbox. 84% say rising prices have changed how they shop, and 68% say the economy has changed what they pay attention to in their mail. Rather than tuning out, they're scanning for value, saving mail for later, and comparing offers. Economically strained households are actually the most responsive: 87% take action after receiving direct mail, versus 67% of less-affected consumers. Nearly 9 in 10 say relevant, personalized mail is what moves them to act, but what feels "relevant" differs by generation, life stage, and values. Trust is growing too: mail's trust advantage over digital jumped 9 points this year, and while 62% say AI has made them more skeptical of digital ads, 82% are comfortable or neutral with AI in direct mail when it makes the experience better. The panel turns these findings into practical guidance: designing mail that earns a second and third look, building a "system of context" for personalization, how SimpliSafe uses triggered, dynamic mail across the customer lifecycle, and how to use AI without losing the authenticity that makes mail work. SPEAKERS: ► Ryan Ferrier, CEO, Lob ► Kelsey White, Founder & Principal, Kirin Analytics ► Steve Mills, Director, Mailing Services, Product Management, USPS ► Robin Spencer, COO, Faraday ► Kate Chamberlain, Director, CRM and Promotions, SimpliSafe ► Julia Lovett, Senior Strategic Account Manager, Lob (moderator) CHAPTERS: 00:00 Welcome and introductions 03:05 About the research 03:28 Finding: The economy is changing what people notice in the mailbox 06:34 Finding: Personalization works, but "relevant" varies by generation 08:23 Where consumers go after reading their mail 09:27 Checking the mail is a daily ritual 11:19 Why mail's trust gap over digital is widening 12:21 Finding: How consumers feel about AI in direct mail 16:44 Panel discussion begins 17:47 The direct mail piece that changed what our panelists bought 24:21 Habit vs. anticipation: Why each generation checks the mail 28:23 Trust in practice: SimpliSafe's direct mail program 30:35 Attention economy vs. intention economy 33:10 Why mail gets more valuable when budgets are tight 36:16 Designing mail that's useful on the second and third look 39:00 Why economically strained consumers respond more 42:20 Personalizing by audience, not just generation 48:33 Case study: SimpliSafe, Faraday, and Lob 53:51 USPS tools for targeting and personalization 57:17 Why direct mail gets a pass on AI 1:02:43 The USPS integrated technology promotion 1:07:12 Panelists' top takeaways 1:10:39 Audience Q&A 1:14:02 Wrap-up LEARN MORE: ► Download the full report: https://www.lob.com/state-of-direct-m... ► Explore the No-Code Design Suite: https://www.lob.com/no-code ► Take a product tour: https://www.lob.com/product-tour ► Talk to a direct mail expert: https://www.lob.com/sales ► Faraday: https://faraday.ai/ ► USPS promotions and incentives: https://www.usps.com/business/promoti... CONNECT: ► Subscribe on YouTube: @lobdirectmail ► LinkedIn:   / lob   ► Twitter/X: https://x.com/lob ► Site: https://www.lob.com ABOUT LOB: When you think of direct mail, you might picture stacks of generic postcards or slow-moving campaigns. But modern direct mail is something entirely different. It's data-driven, highly personalized, and surprisingly fast. That's where Lob comes in. We believe the most impactful messages are the ones that feel personal—and arrive precisely when they're needed. Whether it's a healthcare provider sending time-sensitive patient updates, a bank reaching out about a new offer, or a retailer following up after an online purchase, Lob helps businesses connect with their audiences in meaningful ways. By making direct mail as automated, intelligent, and trackable as digital channels, we're helping marketers and operators deliver communications that not only get opened but get results. And we're not just doing it for the enterprise giants—our platform makes scalable, personalized mail accessible for businesses of every size. When you send smarter mail, you create better customer experiences. And when you combine data, creativity, and speed, you unlock a new kind of marketing. One that feels timely, relevant, and human. That's the future of direct mail—and it's already here. #directmail #consumerinsights #lob #personalization #marketingautomation #USPS #AImarketing