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An independent guideChecked against USPS sources

No. 05

Direct mail examples

Eight common formats, drawn by us with made-up businesses. Each one notes what the format is best at and what it costs you in complexity.

Checked November 7, 2026 · Sources at the end

Tune-up$79
01PostcardRead without opening. Cheapest to produce.Little room for detail.
02Letter packagePersonal, private, room to argue a case.Printing, folding and inserting add cost.
03Self-mailerMore panels than a card, no envelope.Needs a closure your printer is happy with.
04CatalogKept and returned to. Shows many products.Weight drives postage. Weigh a sample.
05Large envelopeFeels substantial. Holds a brochure or samples.Mails as a flat, at flat prices.
06Double postcardBuilt-in reply card for the reader to mail back.Reply half is for reply only.
07Menu mailerFolds out to a full menu or price list.Measured at its folded size.
08DimensionalHard to ignore. Memorable.Priced as a parcel. Use sparingly.

What the examples have in common

The strongest pieces in every format share four habits:

  1. One message. A single offer or idea, not a menu of everything.
  2. A reason to act now. A date, a season or a limited quantity.
  3. One clear next step. Call this number, scan this code or bring this card.
  4. Something to track. A number, code or address that only appears on the piece.

Choosing between them

If you're starting out, start with a postcard. It's the cheapest to print, needs no assembly and gets its message across without being opened. Move to letters when you need personalization or a longer argument. Move to self-mailers and catalogs when you have more to show than a card can hold.