Yes, the eternal question of direct mail: What does work better?
Honestly it depends on the purpose and use of the mailing. If your products or services are highly detailed, comprehensive, and your potential customers need a lot of information from you, I would recommend a letter. If your intent is to quickly inform and excite them about a special, product, or service, I’d go with the postcard. In reality, testing is the only way to the true answer. Take your list, mail half a letter, and the other half a postcard. See which draws the best. Clients routinely use testing to refine their mailings: testing letters against postcards, one color of paper against another (they found gray did not draw as well as egg shell blue), one set of copy against another, a single-offer mailing versus a multiple offers. Testing and personalization are an important part of using direct mail effectively.
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