It may surprise you to know that all 3 work best, it just depends on your message and your recipient. Lets take a look at the 3 options in direct mail. Letters, postcards and self-mailers all have their uses, which will work best for you? That depends on who you are targeting and what your message is.
Letters: These work best when you have a complex message to get across. You can create an elaborate story within the letter copy. Make sure to break up text with bolding and bullets.
Postcards: These are the most cost effective to send out. Keep in mind that postcards work best for quick to the point messages that are driving the recipient to a website, phone call or visit.
Self-mailers: These are the most graphic intensive. Make sure you do not lose your message in all the graphics. Self-mailers are easily passed on to others to help spread your message.
Keep in mind that what works for one company may not work for yours. It is important to test each of these types with your own prospects and customers. Let them show you what they respond to most. You do not have to pick one and stick with it all the time. You many have a complex message one time and use a letter and then next time just a quick notice that can be effective with a postcard. Do not be afraid to experiment.
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