In today’s fast-evolving global business landscape, competition for customers is fiercer than ever. Successfully attracting leads and converting them into loyal customers requires innovative communication and marketing strategies.
Over the years, marketing has undergone a remarkable transformation. Digital marketing, in particular, continues to generate buzz and dominate conversations in the business world.
While digital marketing is undeniably effective, it’s not without its limitations. Chief among them is the lack of a personal touch that direct mail formats, like letters, snap packs, and postcards effortlessly deliver!
In the past, marketing tactics included iconic methods such as the Publisher’s Clearinghouse campaigns, lift letters, and the renowned Johnson box. These techniques, while revolutionary in their time, have largely faded into history, replaced by more modern, data-driven approaches. But before diving into current trends, let’s briefly revisit two of these classic tools: the Johnson box and the lift letter.
The Johnson Box
Invented by Frank Johnson, the Johnson box is a headline-like element placed at the top of a direct mail letter. Its purpose? To deliver a concise, attention-grabbing message that encourages readers to engage with the content below.
Though the Johnson box was once considered groundbreaking, its “hard sell” nature has made it feel outdated in today’s marketing environment. However, it hasn’t disappeared entirely—it’s found new life in email marketing, where it’s used to highlight key points or previews of messages.
The Lift Letter
The lift letter was a secondary note included with direct mail campaigns, designed to complement the main offer and boost response rates—sometimes by as much as 25%. These letters were often used to pitch promotions, endorse products, or feature testimonials from trusted sources.
Yet, as with the Johnson box, the lift letter’s effectiveness has waned in a world increasingly driven by concise, visually engaging communication. Overuse and lack of creativity often rendered lift letters less impactful than intended.
Letters: A Tried-and-True Classic
Letters remain one of the most personal and effective tools in direct mail marketing. With the right design and messaging, a letter can create a sense of exclusivity and importance that digital channels often fail to replicate.
Whether used for formal offers, customer retention, or personalized outreach, letters convey authenticity and seriousness. When combined with tailored content, variable data printing, and visually appealing formats, they can drive exceptional engagement and response rates.
Snap Packs: Efficiency Meets Professionalism
Snap packs are another highly effective direct mail format gaining traction in modern marketing. These sealed, perforated mailers combine professionalism with cost-efficiency and are especially popular for confidential or time-sensitive communications, such as billing notices, account updates, or special offers.
Snap packs are designed to grab attention and encourage immediate action. Their sealed nature gives recipients a reason to open and engage with the contents, while their compact design ensures your message is clear and concise. They’re ideal for transactional mail or marketing campaigns where you want to drive a quick response.
Postcards: The Modern Direct Mail Powerhouse
Enter postcards, the unsung heroes of direct mail marketing. While they might seem like a relic from a simpler time, postcards are making a powerful comeback—and for good reason.
Postcards are economical, versatile, and surprisingly effective. They shine in targeted marketing campaigns, serving as tools to create brand awareness, announce new offerings, follow up with customers, or remind clients of upcoming appointments.
What makes postcards so effective? First, they boast a remarkable readership rate. According to the U.S. Postal Service, postcards are six times more likely to be read than traditional mail letters—94% versus 14%, respectively.
Additionally, postcards offer a casual, approachable tone that fosters a sense of connection between businesses and their audiences. Their straightforward design ensures that your message is clear, concise, and easy to digest.
Finally, postcards are easy to track. Businesses can measure campaign performance and return on investment (ROI) by monitoring customer responses—a critical metric for success in any marketing strategy.
Why Direct Mail Works in 2025
In an increasingly digital world, direct mail formats like letters, snap packs, and postcards stand out by blending modern marketing principles with the human touch. They grab attention, foster connection, and deliver exceptional ROI—making them indispensable tools in a comprehensive marketing strategy!
Conclusion
Direct mail isn’t just surviving in 2025—it’s thriving! Whether you’re using letters for a personal touch, snap packs for secure and professional messaging, or postcards for quick, impactful communication, direct mail offers unparalleled versatility and effectiveness.
The best part? You don’t have to navigate it alone. At Zairmail, we make direct mail simple, fast, and effective. From letters, snap packs, to postcards, we handle it all, ensuring your campaigns are seamless and successful!
About the Author
Wilson Zehr is a Direct Mail Industry Expert, Direct Marketing Specialist, and CEO of Cendix (www.cendix.com), the leading provider of Web-to-print solutions that increase sales both online and offline. He is also the founder of Zairmail (www.zairmail.com), the company responsible for many “industry firsts” in direct mail.
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