Direct Marketing FormatsDirect marketing is a complex business with many elements to consider.

Chief among your considerations should be your list and your offer.  These two elements will have the greatest impact on your response rate.

Have you heard about the 40-40-20 rule?  The rule says 40% of your direct marketing program will depend on your mailing list; another 40% will depend on your offer; 20% will depend on everything else.

Follow these links to learn more about the Mailing List and the Offer.

Once you get past the list and offer, your next consideration is the direct marketing format.

There are all kinds of formats available to you – letter packages, postcards, self-mailers.

But choosing the right direct marketing format should not be about your personal preference. Your selection should be a strategic decision based on your objective, your audience and your budget.

Click on the direct marketing formats below to learn more.


The Lead Generation Letter Package 

The Order Generation Letter Package

The Marketing Survey Package

The Direct Mail Postcard

The Self-Mailer Flyer

The Self-Mailer Booklet  (catalogs, newsletters, conference mailers)


The Retail Postcard

Every Door Direct Mail Retail Flyer


The Fundraising Letter Package (donor acquisition and renewals)


To learn more about all of the formats, go to Choose a Direct Mail Format Option.

About Bob McCarthy

Bob McCarthy is a direct response consultant and copywriter with a focus on direct mail, email and digital marketing. Bob works with B2B, B2C and Non-Profit clients. You can download his free ebook, "Making Snail Mail Work: 13 Lessons in Direct Mail Strategy."