Discover why “phygital” marketing is the future and how you can use it
Updated June 5, 2026
Direct mail is still one of, if not, the most effective ways to elicit a response from audiences. According to the 2025 Lob State of Direct Mail Consumer Insights Report, 82% of Millennials trust print ads more than digital ads. Also, 53% of all consumers say direct mail feels more real, valuable, or exclusive than digital messages. It’s a tangible item, delivered straight to your door just for you.
While digital channels are plagued by inbox overload, the physical mailbox has become the premium real estate. Today, Lob reports that 81% of consumers who receive direct mail cross the bridge to digital by scanning a QR code or visiting a website based on that physical touchpoint. Print mail drives digital action. With a nuanced “phygital” approach that marries the thoughtfulness of direct mail with the convenience of digital engagement, mailers can maneuver these obstacles and transform their customer experience
What is “Phygital” Marketing?
Coined by advertising executive Chris Weil in 2007, “phygital” (physical + digital) marketing is where direct mail incorporates elements of technology to support digital engagement. With so much content available online, audiences are becoming fatigued in the digital space. Current reports show that 58% of consumers feel overwhelmed by digital brand messages (Lob/DRMG). This rises to 65% among high-income consumers who earn $100k or more.
Capturing Attention with Direct Mail
While digital marketing can deliver new, immersive experiences, direct mail can capture attention. It is also easier to share or discuss with others. 2025 and 2026 industry benchmarks show that value-driven, personalized mail pieces have an average household lifespan of seven to 17 days. After that, they are discarded (USPS / DRMG).
Most people only receive a few mail pieces each day, increasing the likelihood that yours will be seen. In 2026, recipients physically handle 78% to 90% of direct mail pieces (Taylor Corporation). Consumers are a mixed bag: what hooks one person goes unnoticed by another. That’s why a “phygital” approach is so powerful. By offering easy ways to engage with content, brands are more likely to connect with diverse audiences.
Integrating Physical Mailboxes with Digital Inboxes
There’s a common misconception that direct mail is dead. Yet, 85% of Gen Z and Millennial consumers actively look forward to and engage with direct mail (Lob). For a generation raised entirely on screens, physical mail has taken on a premium, novel feel. Robust response rates and positive user feedback like this prove that direct mail isn’t dead—it’s evolving. Mailers can adapt by using direct mail’s tangible, trusted impact to start conversations. They can also add new technology to drive engagement and conversions.
Bridge the Gap Between Inbox and Mailbox
From QR codes to augmented reality, discover how direct mail is evolving to kickstart digital conversations. Access Tension’s exclusive white paper to steal the blueprint for modern, interactive print campaigns.
Further Reading:
- Phygital Marketing: Digital Elements of Phygital Marketing, Part 2
- Phygital Marketing and the USPS Promotions, Part 3
About Tension Corporation
A global leader in envelopes, printed products, packaging and packaging automation solutions, the Tension Corporation is a privately held and operated company based in Kansas City, Missouri. Tension manufactures billions of envelopes annually and their envelope and printed products division serves a variety of industries, including third-party billing, financial, insurance and direct marketing. The packaging and automation division of Tension provides software, consumables, automation and service and support for fulfillment to the e-commerce and pharmaceutical industries.
