What Is Direct Mail Marketing?
Direct mail marketing is a type of advertising where printed pieces—such as postcards, letters, brochures, or catalogs—are mailed directly to households or businesses through the USPS.
It’s a proven channel because it reaches people offline, with far less competition than email or social media. When executed correctly, direct mail can generate strong lead volume and measurable ROI.
Why Direct Mail Still Works
While online ads have become more expensive and competitive, direct mail continues to perform because it’s:
Tangible: People can hold it, read it, and keep it
Trustworthy: Mail has higher perceived credibility than many digital ads
Targetable: You can reach neighborhoods, demographics, or specific customer lists
Less crowded: The average mailbox has fewer ads than an inbox
Common Types of Direct Mail
Here are the formats businesses most commonly use:
Postcards
Best for: local promotions, awareness, seasonal offers
Key advantage: inexpensive and fast
Letters
Best for: high-value leads, fundraising, personalized messaging
Key advantage: higher response rates and privacy
Self-Mailers
Best for: multi-page messages without envelopes
Key advantage: more space than postcards at a lower cost than letters
Brochures / Flyers
Best for: service explanations and educational campaigns
Key advantage: more detail and “keepability”
Catalogs
Best for: retail or product-based marketing
Key advantage: longer shelf-life and repeat browsing
How Direct Mail Works (Step-by-Step)
A typical campaign follows this flow:
Choose your goal (leads, sales, awareness, event turnout)
Pick a format (postcard, letter, etc.)
Design the mail piece
Print in bulk
Prepare your mailing list
Presort & apply postage
Mail through USPS
Track responses and optimize
How Much Does Direct Mail Cost?
Costs vary based on volume, format, printing, distribution, and mailing method, but typical ranges are:
Postcards: $0.30–$0.60 each
Letters: $0.60–$1.25 each
Self-mailers: $0.45–$0.90 each
The biggest cost driver is often postage, which is why presorting and choosing the right class can reduce spending significantly.
Best Use Cases for Direct Mail
Direct mail works especially well for:
Home services (HVAC, roofing, plumbing)
Medical / dental / med spas
Real estate and mortgage
Local retail stores
Nonprofits
Insurance agencies
Political campaigns
Subscription offers
Common Direct Mail Mistakes to Avoid
Printing the wrong size → triggers USPS surcharges
No clear offer or CTA
Poor targeting
Too much text / cluttered design
Using low-quality paper that feels cheap
Want a Campaign That Performs?
At The Mail Business, we help companies with:
printing
list aquisition
presort discounts
USPS compliance
full mail production and delivery
Request a quote or free review today and we’ll help you lower costs and improve response rates.