Over the years I’ve learned how well a direct mail program performs depends on the chemistry of three elements-format, offer, and list-and whether or not you have designed the program with enough frequency and follow-up triggers built in.
In this article, I am going to focus on format.
Specifically, when it is best to send a postcard or a letter format, and when you should use a more unique delivery method, such as US Priority Mail or FedEx. Below are some key tips for each format to help you create a successful direct mail campaign: