Which direct mail format fits what I am asking people to do?

Match the format to your objective, your audience's familiarity with your brand, and your per-piece budget. Each format has a job it does best, so the right pick depends on what you are asking the reader to do.

• Cold list and simple offer: lean toward postcards for the lowest cost per touch.
• Considered purchase: give the reader room with a brochure or catalog.
• Small, high-value target list: a dimensional piece earns its higher cost.

When you are unsure, a postcard is the safest starting point since it is seen without being opened.