So, you’ve decided to launch a direct mail campaign for your organization. Great! Direct mail is a very effective way to connect with customers and prospects in ways you can’t duplicate in the digital channels.
One of the first direct mail decisions to make is determining the format of your mail piece. Will it be a personal letter, a quick-to-the-point postcard, or perhaps a comprehensive self-mailer? The answer isn’t always straightforward. The format of the mailpiece affects your cost, design decisions, and other aspects of your marketing campaign. It is important to pick the format that matches your campaign objectives, message, time constraints, budget, and abilities. In this article, we’ll explore the critical distinctions that determine which direct mail format is the best for you:
- The Cost Factor: Determining how much your organization is willing and able to spend is your first step. Each format comes with its unique set of expenses.
- Presentation and Production: The attractiveness of the physical mailpiece matters. The aesthetic layout, the printing process, the packaging—every tactile detail adds up and can keep a potential client hooked or have them lose interest entirely.
- Content Volume: The extent of the message you want to communicate affects your decision about the mailpiece format. A postcard allows for brief, impactful messaging while a letter or self-mailer can carry a more detailed conversation.
- Company Image: The format you choose will say a lot about your brand credibility. It should signify what your organization stands for and align with your brand’s identity.
Direct Mail Format Costs
Letters: A Cost-Effective Personal Touch
Letters often come across as more personal, but you’ll have to factor in the costs of both envelope and letterhead printing. Depending on the number of sheets included, the contents of the envelopes, and other variables, production costs for letters will vary. For pieces mailed First Class, the postage rates for letters are greater than those for postcards.
Other factors determining costs for letters include the paper dimensions (letter size or legal size), envelope customization, and inclusion of a reply envelope. Marketers may mail letters via Standard Mail Class or First Class postage rates, with non-profit rates even lower for qualified organizations.
The higher costs for materials, production, or postage may be offset by higher response rates because of the personal touch letters offer.
Postcards: Affordable High-Impact Communication
Postcards typically benefit from being the most affordable direct mail format. This is due to their single, lightweight card structure, which makes them less expensive to print and mail. However, they may not carry the same personal touch and confidentiality of a letter. If your message is short and impactful, a postcard may serve your purpose.
Marketers send most direct mail postcard campaigns using the Standard Mail postage class, which is substantially less expensive than First Class. Standard Mail lacks some of the postal services and delivery standards available to First Class Mail. However, First Class postcards are also an option.
Also affecting the cost of postcards is the size. Postalytics offers postcards in 4″ x 6″, 6″ x 9″, and 6″ x 11″ sizes. The larger the size, the higher the cost. Marketers generally prefer larger postcards as they allow more room for messaging or coupons, and they stand out in the recipient’s mailbox.
Self-Mailers: A Compromise Worth Considering
Self-mailers bridge the cost gap between letters and postcards. Since they don’t need envelopes, you’ll save on printing and inserting costs. If your campaign requires more space for graphics and text but you want to keep costs low, self-mailers might be your optimal choice. But remember, like postcards, they lack the personal touch and professional image of a letter.
Self-mailers must be folded and secured with tabs or glue, which factors into the production costs. You may mail them at First Class or Standard Mail postage rates.
Typical Applications for Direct Mail Formats
Letters: The Personal Touch
The letter format for direct mail is widely regarded as a staple of traditional marketing. It evokes a sense of personal connection and sincerity, especially when coupled with personalized content. Sometimes, a letter is the only reasonable choice.
When you have lots to say, or your message includes charts or tables, for instance, you will need the extra space a letter provides. Fundraising organizations have long preferred the letter format for their direct mail campaigns because it allows them to tell stories that encourage donors to give generously to the cause. Political campaigns also use the letter format to explain their positions on the issues of the day or compare the strengths and weaknesses of candidates.
Letters are also the best choice when your message includes sensitive information, such as past giving amounts, financial status, or medical conditions. If your audience would be uncomfortable with such details displayed on a postcard for all to see, choose a letter as the format for your direct mail campaign.
Postcards: The High Impact Players
Postcards are a cost-effective choice, boasting high response rates. They’re often hard to ignore, standing out amidst regular mail. With no envelope for recipients to open, you are almost assured of exposing your message to each recipient.
Marketers design postcards to get immediate action. They are effective at connecting the physical world of direct mail to digital assets via QR codes or pURLs. A prominent phone number encourages recipients to call. Retailers often use postcards as coupons they can track as shoppers redeem them in the store.
Postcards are also a great choice as the first element of a multi-touch campaign or as teasers for things yet to come. Include phrases such as “Save the Date” or “Watch your mailbox for the spring catalog”.
Postcards are a good choice when using a new mailing list, or one that has been dormant for a long time. Because of the low cost and immediacy of response, a postcard campaign is useful in efforts to evaluate the accuracy of a mailing list. It makes little sense to spend extra money on expensive mailpieces, only to find out the mailing list included too many inaccurate or obsolete entries to make the effort worthwhile.
Self-Mailers: Envelope-Less Information
Self-mailers are popular for news-oriented applications, such as newsletters or bulletins. Multiple panels included in the mailpieces afford the mailer with plenty of room for news updates, event calendars, and other informational content.
Companies also use self-mailers when they have more information to relate than will fit on a normal postcard, but still want to take advantage of the bold graphics, headlines, and prominent calls to action that make postcards so effective. Examples might include mailings promoting the features of a product, an advertisement for an event, or even a piece that includes menus from a local restaurant.
The Art of Direct Mail Presentation
Direct mail piece presentation can greatly influence the impact it has on your target audience. The first impression is often the lasting one, and this rings true especially for direct mail campaigns. Your chosen format not only reflects your brand but can also trigger the recipient’s curiosity, leading them to open and read your message.
Letters: A Showcase of Professionalism
Letters provide marketers with an ample canvas for detailed storytelling. More than just a communication medium, a letter also allows for a more personal connection. With the right stationery and envelope, your letter can exude a sense of professionalism and seriousness, making it ideal for complex offers and for brands that want to convey a more traditional image.
Business-to-business communications often lend themselves well to letters that include a personal message from an executive, in addition to information about an offer or invitation. Use standard business-like fonts and language. Avoid flashy come-ons that may cause your prospects to lose respect for your organization.
Postcards: Broadcasting Your Message
A postcard is an open and direct communication style. It’s essentially public; there’s no envelope to open, so your message and design are immediately visible. This format is ideal if you want to grab your recipient’s attention and make a bold impression. It’s perfect for simple, clear-cut messages and high-impact visuals.
Use high-quality graphics and plenty of color to catch the eye of your prospects. Make your headline bold and simple. Include a clear call-to-action that leaves no doubt about what you want the recipient to do next. Deadlines and scarcity work well with postcards, introducing a sense of urgency and FOMO (fear of missing out). Try phrases such as “Limited time offer” or “Only a few spots remain”.
Self-Mailers: Engaging Through Creativity
Self-mailers offer a unique blend of creativity and convenience. They offer more room for design elements and combine various components into one engaging piece. This format allows for a variety of interactive flaps and folds that can engage your recipients, making it a standout choice for brands wanting a more creative approach.
The USPS requires mailpieces to meet certain requirements for size, thickness, stiffness, and aspect size ratio. Be certain that self-mailers meet all the specifications to avoid expensive USPS surcharges.
Self-mailers offer a unique blend of creativity and convenience. They offer more room for design elements and combine various components into one engaging piece. This format allows for a variety of interactive flaps and folds that can engage your recipients, making it a standout choice for brands wanting a more creative approach.
The USPS requires mailpieces to meet certain requirements for size, thickness, stiffness, and aspect size ratio. Be certain that self-mailers meet all the specifications to avoid expensive USPS surcharges.
Production Process: A Peek Behind the Scenes
When you’re strategizing your direct mail campaign, understanding the production process is key. Mailpiece production not only affects the completion time, but also shapes your budget. All mailings must meet certain USPS criteria to make sure the Postal Service will accept the mailing and ensure you avoid expensive surcharges. You must verify and correct all addresses and include a USPS intelligent mail barcode to qualify for the best postage rates. Postalytics takes care of all the mailing requirements for you.
Letters: The Conventional Approach
Producing a letter-based mail piece is relatively straightforward. The bulk of the process involves designing the content, merging variable data, printing on high-quality paper, and packaging it within an envelope. It’s essential your materials reflect your brand quality.
In the age of automation, machines fold, insert, and seal the letters. Most letters are mailed in envelopes with glassine windows. The mailing address, and sometimes the return address and company logo, are printed on the letter and show through the windows.
Letters are typically tri-folded and mailed in #10 business size envelopes. Other letters, or those with an abundance of pages, may be bi-folded and mailed in 6″ x 9″ envelopes. In rare cases, letters are delivered unfolded in large end-flap or top-flap envelopes, though the USPS considers these pieces as “flats” instead of “letters”. They charge significantly higher postage to deliver them.
Postcards: Simple and Effective
Postcards are quicker to produce compared to letters. With no need for envelopes, the design, print, and out-the-door process is streamlined.
Today, print companies add graphics, text, and addresses to postcards with digital print devices, allowing for personalization and segmentation. Some older technology used offset printing presses for the static portion of postcards and applied addresses via inkjet devices.
Postcards can feature embellishments such as spot varnishes and textures, as allowed by USPS regulations.
Self-Mailers: Sometimes More Complicated Production
Self-mailers like newsletters and brochures take production complexity up a notch. They demand careful planning and design to use the space for engaging content. The process involves quality printing, usually on thicker stock paper. Production may also include imposition for the panels, folding that ensures the most important content is visible when the mailer is unfolded.
Volume of Content: How Much Is Too Much?
Deciding on the volume of content in your direct mail piece can be tricky. Too much, and your message can become confusing or overwhelming for the recipient. Too little, and your message may fail to engage or deliver sufficient information.
Letters: Flexibility for Longer Messages
When sending detailed messages, letters typically offer the most flexibility. They’re ideal for complex offers, telling long-form stories, or explaining the benefits of your product or service in depth. It’s important, however, not to take this flexibility for granted. Brevity is a core principle of effective marketing. Make every word, sentence, and paragraph count.
Postcards: Short, Sweet, and to the Point
Postcards, by design, limit the volume of content you can include. But this isn’t necessarily a drawback. In fact, it’s their beauty. The enforced conciseness can help ensure your message is focused, punchy, and persuasive. While you may not be able to dive into the intricate details of your offer, a well-crafted postcard with a catchy headline, compelling call-to-action, and captivating design can make a powerful impact.
Self-Mailers: A Balance Between Quantity and Quality
Self-mailers strike a balance between letters and postcards. They offer more space than a postcard, allowing you to include more details about your offer, but less than a full-length letter. This makes self-mailers a sensible choice when you have a moderate amount of key information to share–perhaps some appealing product images along with brief descriptions and a captivating call to action.
A Side by Side Comparison of Formats
| Format | Benefits | Use Cases |
| Letters | Tend to carry multiple inserts, allow for personalized look and feel, offer opportunity for longer storytelling | Optimal when a personalized touch is desired, suitable for detailed content. Business-to-business appropriate |
| Postcards | Economical, ideal for direct mail advertising | Simple offers to customers, first step in a campaign, good for new lists |
| Self-Mailers | Low production costs, increased creativity with photos and graphics, more room than postcards | Lead generation, retail traffic building, product catalogs, conference mailings, seminars, newsletters, and bulletins |