What Are Business Mailers?

Business mailers are physical marketing materials—like postcards, letters, brochures, or flyers—sent through the postal service to promote a company, product, or service. Unlike digital ads, they arrive in your customer’s mailbox, creating a tangible moment of attention most marketing channels can’t match.

Common types of mailers include:

• Postcards for promotions or reminders
• Letters in envelopes for formal outreach
• Brochures or flyers to showcase multiple offerings
• Handwritten notes for a personal touch

Used by both large and small businesses, mailers help reach the most qualified prospects based on geography, behavior, or past purchases. They’re especially effective when combined with digital tactics like email or landing pages.

Direct Mail Marketing vs. Digital Marketing: What Performs Better in 2025?

In a world crowded with email marketing, digital ads, and paid search, physical mail has made a major comeback. Business mailers don’t compete for clicks—they arrive directly in the customer’s mailbox, where attention is focused and lasting.

Compared to digital marketing, direct mail marketing stands out in several key ways:

Trust & Attention

Direct mail consistently outperforms email and display ads in open and response rates. According to the Data & Marketing Association, direct mail open rates can exceed 90%, while email marketing typically hovers around 20%. Customers are more likely to read and remember a message they can hold.

Measurability & Personalization

Modern mailers often include QR codes or PURLs that lead to personalized landing pages, making it easy to track engagement. This makes direct mail campaigns just as measurable as digital ones—without the ad fatigue.

ROI That Scales

When used as part of a well-planned marketing strategy, direct mail drives results. Personalized campaigns often see ROIs between 29% and 37%, with strong response rates from even a single delivery. For companies looking to reach more customers while improving ROI, direct mail remains a proven option.

In short, business mailers continue to reach the right people at the right time—especially when competitors are lost in the noise of digital marketing campaigns.

Choosing the Right Format for Direct Mail Advertising

Not all business mailers are created equal. The format you choose shapes how your message is received—and whether your campaign delivers real results. Below are the most effective direct mail advertising formats and when to use them.

Postcards

Fast to produce, low in postage costs, and easy to scan, postcard mailings are ideal for high-frequency marketing campaigns. Larger formats like 6x9" or 6x11" outperform small cards in visibility and engagement.

Best for: promotional offers, reminders, new customers

Handwritten Cards

For a more personal touch, handwritten mailers stand out. They create a sense of authenticity no printed flyer or digital ad can replicate. Recipients feel like the message was crafted just for them.

Best for: thank-yous, referrals, donor outreach, high-value clients

Letters in Envelopes

Formal and private, letters inside handwritten or printed envelopes increase open rates—especially when targeting qualified prospects or making premium offers. They also feel more trustworthy than standard promotional materials.

Best for: B2B outreach, financial services, senior living, legal offers

Trifold Brochures & Catalogs

These printed mailers are ideal when you need more room to explain or create interest across multiple products. Think of them as mini landing pages in physical form.

Best for: ecommerce catalogs, menus, educational content, service lists

Product Inserts & Tear-Offs

If you're already handling delivery, add a branded insert. It's a cost-effective way to reach customers, promote loyalty, or upsell. Custom printing and clear CTAs help tie it into your broader marketing strategy.

Best for: thank-you notes, upsells, retention campaigns

Choose the format that best supports your goal—whether it's to inform, convert, or re-engage. And don’t forget: format affects postage rates, production time, and how your mail feels when it lands in the mailbox.

Direct Mail Campaigns That Actually Work

Successful direct mail campaigns don’t just rely on format—they start with a clear business goal. Here are five high-performing campaigns and what kind of mailers work best for each.

1. Customer Acquisition

To attract new customers, your mail must create interest fast. Use bold offers, clear benefits, and direct CTAs.

Send:

• Postcards with an intro promo
• Radius mail to reach potential customers in your area
• Folded brochures highlighting key services

Ideal for: growing your local reach or introducing a new product line

2. Customer Reactivation

Bring back lapsed customers with a reminder that feels personal and timely.

Send:

• Handwritten cards with a “we miss you” offer
• Personalized postcards featuring past purchases
• Loyalty mailers or bundles with exclusive incentives

This can help small businesses increase retention without overspending.

3. Upsell & Cross-Sell

Drive more customers to buy complementary products or upgrade.

Send:

• Product inserts with bundles or add-ons
• Handwritten notes after purchase
• Mini brochures or flyers with curated recommendations

It’s a simple way to save money on ads while boosting order value.

4. Reviews & Referrals

The best time to ask for a review or referral is right after a positive experience.

Send:

• Thank-you letters with a QR code to review
• Referral program mailers with a reward
• Loyalty postcards tied to milestones or feedback

Referrals can lower your acquisition cost and attract high-quality leads.

5. Seasonal Promotions

Leverage key dates or local trends to run time-sensitive marketing campaigns.

Send:

• Holiday postcards or gift-ready promotional materials
• Neighborhood mail with seasonal services
• Inserts or letters for Black Friday, Cyber Monday, or back-to-school

Seasonal campaigns help you stay top of mind—and fill slow periods fast.

Targeting the Right Audience with Direct Mail Services

The success of your direct mail campaigns depends on reaching the right customers, in the right place, at the right time. Whether you’re using your own list or buying new leads, targeting is what turns a good campaign into a great one.

Renting vs. Building a Mailing List

Your best mailing list may already exist—in your CRM. Start with past customers or leads based on recent behavior or location. If you’re prospecting, consider mailing services that allow you to rent lists based on ZIP code, income, or business type.

For accuracy and compliance, always choose a reputable postal service or list provider.

Smart Targeting Strategies

There are several proven ways to target where your customers live:

• Radius targeting: Drop a pin and send to nearby addresses
• Behavioral targeting: Send mail based on actions like cart abandonment or website visits
• Purchase segmentation: Split lists by frequency, lifetime value, or product type
• Demographic filters: Use income, age, or household data for more relevant delivery

Refined targeting helps you reduce waste, improve conversions, and save money.

Tools Like Every Door Direct Mail & Radius Mail

LettrLabs offers built-in direct mail services designed to simplify targeting:

• Radius Mail lets you reach households within a geographic radius—ideal for local services and storefronts
• New Movers Automation helps you reach potential customers right after they’ve relocated
• Every Door Direct Mail (EDDM) and door direct mail options allow you to saturate neighborhoods without needing individual names or lists

These options make it easy for a company to launch locally targeted campaigns quickly and cost-effectively.

Keep It Clean: List Hygiene & Compliance

Even physical mail needs to respect privacy. Clean your list before every send:

• Remove duplicates
• Check for NCOA (National Change of Address) updates
• Respect do-not-mail and opt-out requests

Bad data wastes budget and hurts trust—especially if your campaigns are high-frequency or automated.

Who Uses Direct Mail Services Today?

Direct mail services aren’t limited to big brands or old-school industries. In 2025, businesses across nearly every sector use business mailers to boost engagement, drive conversions, and cut through the clutter of digital advertising.

Whether you're sending handwritten thank-yous or targeted promotional materials, mailers help your company reach the right clients with the right message. Here are some of the industries using direct mail to grow:

Home Services

HVAC, roofing, landscaping, plumbing, pest control—these businesses rely on flyers, postcards, and letters to generate leads and stay top of mind in local neighborhoods.

Best formats: Radius mail postcards, handwritten cards, trifold brochures

Ecommerce & DTC

From subscription boxes to skincare, ecommerce brands use mail for cart recovery, loyalty retention, and product launches. Inserts and handwritten cards feel personal—and boost lifetime value.

Best formats: Handwritten notes, inserts, printed postcards

Financial Services

Trust-based businesses like insurance agencies, mortgage brokers, and financial advisors use direct mail campaigns to reach leads with a polished, personal touch.

Best formats: Formal letters, handwritten cards, welcome mailers

Auto Dealerships

Dealerships use business mailers to promote service specials, new inventory, and VIP test drive invites. Oversized postcards and tri-folds give room for visual appeal.

Best formats: Oversized postcards, trifold flyers

Senior Living Communities

Move-in offers, educational mailers, and family outreach pieces help these services connect with decision-makers. High-trust messaging matters here.

Best formats: Enclosed letters, tri-folds, handwritten notes

Nonprofits

For fundraisers and donors, tangible mail builds emotional connection. Direct mail drives event RSVPs, donations, and long-term loyalty.

Best formats: Handwritten thank-you letters, inserts, branded printing

Legal & Professional Services

Law firms, consultants, and B2B providers often use letters to approach high-value clients. A formal mailer often stands out more than a cold email ever could.

Best formats: Handwritten envelopes, formal letters

Luxury, Wellness & Hospitality

Spas, salons, resorts, and boutique hotels use direct mail to offer exclusivity. From seasonal campaigns to handwritten booking invites, it’s all about presentation.

Best formats: Handwritten cards, premium printing, VIP promotional materials

Businesses of every size and industry can benefit from the tactile, targeted power of direct mail services. Whether you're promoting services, reactivating clients, or simply building a brand moment—print delivers.

Design Tips for Higher Engagement

Good design doesn’t just look nice—it drives action. The most effective business mailers use simple, intentional design choices that help the message land and the reader respond.

Here’s what to focus on:

1. Use a Clear, Eye-Catching Headline

Your headline is the first thing they’ll read. It should be benefit-driven, direct, and easy to skim. Avoid cleverness for the sake of cleverness—make it clear what you’re offering and why it matters.

2. Stick to One Call-to-Action (CTA)

Multiple offers or next steps dilute your message. Pick one action: scan the QR code, book a demo, redeem a discount. Make that CTA visually distinct and obvious.

3. Prioritize Real Handwriting Over Fonts

Script fonts look like handwriting—but people can tell the difference. Using real handwritten notes or envelopes gives your message a warm, authentic feel that drives up open rates and responses.

4. Avoid a “Marketing Mail” Look

Generic design screams “junk mail.” Instead, use real stamps, handwritten addressing (if applicable), and clean design layouts that look intentional and personalized. Less is often more.

5. Add QR Codes or PURLs

Make it easy for recipients to take the next step. A QR code can lead directly to a personalized landing page or offer. It also makes tracking engagement effortless and connects the physical piece to digital behavior.

Effective mailers don’t have to be flashy—they just need to be clear, relevant, and easy to act on. For more design guidance, reference LettrLabs’ full breakdown on best practices for direct mail design.

How to Track ROI from Your Mailers

Direct mail is no longer a black box. With the right setup, you can track exactly how many people respond, convert, or engage with your campaign—just like you would with a digital ad.

Here’s how to measure your results:

1. Use Campaign-Specific Promo Codes

Create a unique discount or offer code for each mailer or audience segment. This lets you attribute purchases or bookings back to a specific campaign—and test which version performs best.

2. Create Unique URLs or QR Codes

Send recipients to a custom landing page or offer link using a QR code. Not only does this make it easier for them to take action, but it also gives you instant visibility into who’s engaging. You can even personalize the experience with dynamic UTM parameters.

3. Track Leads and Conversions in Your CRM

When leads come in, tag them by campaign source. This allows your sales team to see which campaigns are generating qualified prospects and gives you better forecasting accuracy.

4. Use Match-Back and Attribution Tools

For more advanced tracking, match your mailing list to new conversions, even if they didn’t use your promo code or QR. This helps you capture the full picture of your campaign’s influence—especially in high-consideration industries like finance, healthcare, or B2B.

When done right, direct mail can deliver measurable ROI and outperform digital in cost-per-conversion. Just make sure tracking is set up before you hit send.

How LettrLabs Makes Direct Mail Easy

Creating a successful direct mail campaign shouldn’t be complicated or time-consuming. LettrLabs was built to make the entire process—strategy, design, delivery, and tracking—as seamless as possible for growing businesses.

Here’s how we help:

Smart Targeting Tools

No list? No problem. LettrLabs gives you access to targeting options like:

• Radius Mail – drop a pin and reach nearby households
• New Movers Automation – automatically send mail to people who’ve recently moved
• LeadReveal – identify anonymous site visitors and send them personalized follow-up mail

You can also upload your own list and segment by behavior or purchase history.

Flexible Format Options

Choose from handwritten cards, oversized postcards, folded mailers, or formal letter packages—each with customizable templates, or the option to upload your own designs. Every format is designed for real impact, with personalization built in.

Merge Fields and Personalization

Personalize each piece with your customer’s name, product history, or a unique offer. You can even pair printed designs with a handwritten message that feels one-to-one, not mass-produced.

Automation + Integration

LettrLabs connects with platforms like Shopify, Klaviyo, and Zapier so you can trigger mail automatically based on behavior—abandoned carts, completed purchases, or even visits to specific pages on your site.

Built-in Tracking and Analytics

Every campaign includes tools to track performance—QR scans, redemption rates, match-back reports, and more. So you know what’s working and where to scale.

LettrLabs is designed for marketers who want direct mail to be just as agile and measurable as digital—and even more memorable.

Bring Business Mailers into Your 2025 Strategy

Direct mail has come a long way—and in a crowded digital world, it’s more powerful than ever. Whether you’re trying to reach new customers, re-engage old ones, or stand out with something more personal, business mailers give you a proven way to connect.

With the right targeting, format, message, and tracking in place, mail doesn’t just get noticed—it gets remembered, acted on, and measured.

LettrLabs makes it easy to launch high-impact mail campaigns without the manual work. From handwritten cards to automated targeting and real-time reporting, everything you need is built into one platform.

Want to see what mail can really do?
→ Get your free sample pack or book a demo to see how LettrLabs can help you launch smarter, more personalized direct mail.