After a recent meeting in which all my client wanted to talk about regarding his upcoming mailing was the format, I thought it time to offer this gentle reminder to both clients and readers: An effective direct mail strategy is based on the synergy of multiple key elements working together to generate cost-effective response — not just one or two tactical pieces.
Focus on only one — such as the format — at the expense of the rest, and you’ll dramatically limit your response. Yes, direct mail formats are important and unique to the medium. They’re also important and powerful enough to test. But if you start and end your discussion of a mailing (postal or email) focusing only on format, you’ll overlook the combined impact of these response influencers.