Direct mail postcards work well for consumers who already have an affinity with the brand and are popular in retail, travel, food, and clothing industries. A compelling offer paired with engaging creative is particularly important when utilizing this direct mail format. Often considered a “promotional” format for direct mail, postcards allow consumers to quickly and easily understand the mailer’s message. Despite their classic design and muted color palette, envelope packages can be more costly to produce and mail due to the large number of components such as envelope style, affixed cards and insert specifications. The internal elements create a longer form for personalized storytelling that can be designed to meet your campaign’s needs. This is a popular and well performing style as recipients must engage with the envelope to understand its contents. The official envelope format is traditionally used for fundamental consumer products and services such as personal finance and insurance. Rather than relying on art to catch the consumer’s attention, the clean external design of this piece suggests the recipient does not need to understand the proposition immediately, creating anticipation about its contents. This familiar style creates the perception that the sender has a previous relationship with the consumer and the information inside is relevant or urgent. The official letter format is just that - a simple USPS letter-sized envelope (#10 or 6" x 9") that looks as though it was sent from a government office or legal entity. Plus, you'll also get a behind the scenes look at how four DTC brands are leveraging direct marketing creative strategy to generate response and boost overall campaign performance. #DIRECT MAIL LETTER FREE#This free e-book illustrates how direct marketers can use direct mail creative strategy to develop a mail piece that best represents your brand, speaks to your audience, and evokes response. #DIRECT MAIL LETTER DOWNLOAD#For an in-depth look at direct mail creative strategy and design best practices straight from the pros, download Utilizing Direct Mail Creative to Alert and Convert. The article below shares the differences between the official (envelope) and promotional (postcard) direct mail format. Both have great response rates, so how do you decide which direct mail format is right for you? Envelopes and postcards are two of the most popular formats brands use to deliver their marketing message through the direct mail channel.
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