Question
What direct mail formats deliver the best ROI?
Answer
The strongest returns usually come from oversized postcards and personalized letters, though the right format depends on your offer and audience. Each format trades cost per piece against how much attention and explanation it can carry.
| Format | Strength | Trade-off |
|---|---|---|
| Oversized postcards | Immediately visible, no envelope to open, low cost per piece | Limited room for detailed offers |
| Personalized letters | Great for high-value offers that need explanation | Higher production and insertion cost |
| Catalogs | Highest average order values | Most expensive to produce and mail |
- Match the format to the offer: quick promotions suit postcards, considered purchases suit letters.
- Test formats against the same list before scaling the winner.
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