Direct Mail Strategy: The Power of the Format

Weigh the strategic value of your mailing device

What do the classic "solo" package, self-mailer, catalog, multimailer, postcard, tube, over-sized and odd-sized mailing all have in common?

They're all direct mail formats.

While print, electronic and broadcast media also have format choices, direct mail formats provide unique advantages for direct marketers and their recipients. For starters, they're 3-D, and hard to ignore.

The format is what gives direct mail its "sticking power," longer shelf life and a proclivity to be passed along to other decision-makers and influencers. It's the format-how it looks, feels and fits in your hand-that keeps direct mail from being "turned off," thrown out or ignored. It enables your mail piece to get by the screener, grab the reader's attention, create intrigue and facilitate response.

So, why don't mailers put more thought into the strategic value of the formats they use?

First, mailers often forget or overlook the fact that they have choices. Or, they focus on a cost-per-thousand, rather than investing in formats that generate cost-effective response and bottom-line profitability.

As professional direct marketers who understand the value of continuing to use "what works," we should be loyal to our control formats. However, just because a control is a solo or self-mailer doesn't mean that every customer or prospect communication sent should be in that format. For example, you may decide to use a different format for prospecting than you do for customer follow-up. And just because a format is the current control doesn't mean its success will last forever. Testing formats is as important as testing lists, offers and creative.

So I encourage you to reconsider your format alternatives and their strategic impact on your mailing results.

Points to Consider When Selecting a Format
Your mailing objective. Are you trying to sell a product in one step, generate a qualified lead for two-step follow up, or drive traffic to an event, store or Web site? Do you want response to come by mail, phone, online, fax or in person? Do you expect immediate response (phone or online order), or is it likely to be delayed by days (mail order or retail store visit) or weeks (trade show booth visit).

All these factors influence the format and its creative components. For example, if your goal is a one-step sale, your format needs to include an order form, order organizer, phone number or URL. If you expect orders with credit card payment by mail, the order form can't be a postcard. You need either a courtesy or postage-paid reply envelope, or ask the customer to supply her own.

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