Question
How do I choose the right direct mail format for my campaign?
Answer
Match the format to your objective, your audience's familiarity with your brand, and your per-piece budget. Each format has a job it does best, so the right pick depends on what you are asking the reader to do.
| Format | Works best for |
|---|---|
| Postcards | Quick promotions and local awareness |
| Brochures and booklets | Complex products that need explaining |
| Letters | Building trust with warm leads |
| Catalogs | Driving repeat purchases |
| Dimensional mailers | High-value B2B prospects |
- Cold list and simple offer: lean toward postcards for the lowest cost per touch.
- Considered purchase: give the reader room with a brochure or catalog.
- Small, high-value target list: a dimensional piece earns its higher cost.
When you are unsure, a postcard is the safest starting point since it is seen without being opened.
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