In September 2024, Taradel conducted a comprehensive survey to uncover insights into the marketing practices, preferences, and trends among small business professionals and advertisers.
The thirty-question survey, administered through an online SurveyMonkey questionnaire, gathered feedback from 266 respondents representing a diverse range of industries—predominantly service-based businesses.
While the majority focus primarily on B2C marketing, many indicated they also target business audiences, demonstrating the versatility of their strategies.
The State of Direct Mail in 2025
Direct mail continues to shine as a cornerstone of offline marketing for small and medium-sized businesses (SMBs). Its tangible, personable nature creates a direct connection with consumers, making it a highly effective tool for generating leads and driving action. Here are some key findings from the survey:
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Top ROI Driver: Direct mail remains the leading offline ROI driver for SMBs, with 23% of respondents ranking it as their #1 marketing channel—both online and offline.
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Steady Growth: An impressive 87% of respondents plan to increase or maintain their direct mail efforts in 2025, up from 82% in 2023. This growth underscores its value in cutting through digital noise and fostering meaningful customer interactions.
By seamlessly integrating with digital campaigns, direct mail has proven itself as a reliable, results-driven marketing solution for SMBs seeking to build brand awareness and drive conversions.
The Power of Direct Mail + Digital Ads
Integrating direct mail with digital ads has emerged as a highly effective strategy for small businesses. According to the survey, 77% of SMBs using direct mail have either integrated their campaigns with digital channels or expressed interest in doing so. This combination leverages the strengths of both mediums—direct mail’s physical impact and personal touch, paired with the expansive reach and precise targeting capabilities of digital ads.
Why Integrate?
The synergy between direct mail and digital advertising is undeniable:
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Higher ROI: 60% of marketers reported an increase in ROI by combining direct mail with digital ads.
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Improved Conversion Rates: Coordinating these efforts can boost conversion rates by up to 28%.
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Enhanced Brand Recall: Integrated campaigns have been shown to improve brand recall by up to 75%.
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Increased Engagement: Consumers spend 30% longer engaging with social media ads after exposure to a direct mail piece.
These findings highlight the importance of a multichannel approach, enabling SMBs to create cohesive and impactful marketing campaigns.
Want More 2025 SMB Insights?
For an in-depth look at the latest marketing trends, download Taradel’s FREE 15-page report from the 2025 Small Business Marketing Survey. The report offers valuable insights into the marketing tactics, strategies, and preferences of small businesses across the nation. Discover answers to key questions, including:
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How much do small businesses spend on marketing?
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Which marketing channels deliver the highest ROI?
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What are the biggest challenges facing businesses in 2025?
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Which type of lead is most valuable?
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How has AI impacted SMB marketing tactics?
And much more! Download your free copy today to stay ahead of the curve and optimize your marketing strategy for 2025.
