Consumers Paying More Attention To Financial Services Mail, Lob Finds
By CU Today Staff —
SAN FRANCISCO—Economic pressures appear to be making consumers pay closer attention to financial services offers arriving in their mailboxes, with 68% saying they are scrutinizing their mail more closely as deals, affordability and useful information become more important, according to a new report from direct mail automation company Lob.
Lob’s 2026 State of Direct Mail: Consumer Insights Financial Services Industry Report found nearly three-quarters of consumers either read financial services mail immediately or save it for later, while the share who rarely read it and discard it declined from 32% in 2025 to 25%. Eighty-one percent said at least one relevance-related factor would make them more likely to read financial services mail, while nearly one-third said direct mail makes a financial brand appear more credible. Among Gen Z consumers, that figure rises to 43%.
“Consumers are looking more carefully at where they spend their money, and that is changing what earns their attention in the mailbox,” said Ryan Ferrier, CEO of Lob. “Direct mail that provides a relevant offer, useful information or clear value gives consumers a reason to take action or revisit it when they are ready to make a decision.”
Lob found loyalty rewards or referral bonuses were the most-requested content in financial mail, cited by 37% of consumers, nine percentage points ahead of exclusive rates and account-upgrade offers.
The study also found consumers are generally comfortable with AI personalization, with 82% saying they are comfortable with brands using AI to personalize direct mail, although 67% were least comfortable with AI-generated images of people. Meanwhile, 56% said useful offers or information matter more than having their first name on a mailing, and 45% said they would discard mail carrying urgency language such as “Final Notice” or “Act Now.”
Traditional letters remain the preferred format, selected by 43%, compared with 18% for postcards. Lob conducted the online survey with Kelsey White and PureSpectrum in July among 2,000 U.S. adults, with the sample nationally representative by age, gender, income and region.
Originally reported by CU Today.