Physical mail still works. Direct mail puts a printed piece into a mailbox, whether that is a catalog, a postcard, a coupon pack, or a handwritten-looking envelope. It survives because it is tangible and because inboxes are crowded while mailboxes are not.

Response rates vary widely by list quality and offer. Well-targeted campaigns to existing customers often outperform broad drops. Poor lists waste most of the budget before anyone reads the piece.

Common formats

• Postcards and self-mailers
• Catalogs and brochures
• Envelopes with letters and inserts
• Sample packets and dimensional mail

Measurement is harder than digital. Marketers use unique codes, dedicated phone numbers, or landing pages to link mail to responses. Without tracking, you are guessing.