Three Shoestring Direct Mail Formats that Deliver
Repost: Original article by: pbsmartessentials

Small businesses know the power of direct mail but are sometimes put off by the cost. So they look for the best mailings to make the most of their limited marketing budgets. Direct mail can be affordable marketing, and here are three of the easiest and relatively inexpensive mailing formats:

1. #10 envelope mailing: The big advantage of a letter in a #10 envelope is that it is perceived as personal. The mailing could be as simple as a one-page customized letter with an offer and a call to action. Or the envelope could include anything from an order form, a brochure, a business card, or a reply envelope.
2. Postcards: These work best for brief, clear messages and offers. Cost-effective sizes range from 31/2 by 5 inches to 61/8 x 111/2. While First Class postcard postage price applies to sizes between 31/2 x 5 and 41/4 x 6, it doesn’t necessarily make it the best option since the size limits your message.
3. Self-mailers: Self-mailers can be thought of as brochures that fold into themselves. They must be closed with an adhesive tab to comply with Postal Service rules. The self-mailer gives you more room than a postcard.

But which format gets the best results?

If you ask direct mail professionals, the rule of thumb is that envelope mailings generally get better response than postcards or self-mailers, and postcards generally do better than self-mailers. So adding envelope mailings as a first step makes the most sense for optimizing your marketing budget. Here are nine ways to help you get responses:

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