Winning Direct Mail in 2026
What Works for Direct Mail, Where to Find my Zines, and more
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Comic #3
Meat and Potatoes of the Newsletter:
How to Win Direct Mail in 2026
Previously, I worked for a direct mail startup where I oversaw 200 accounts who spent more than $250k on direct mail and direct mail software.
Now, I manage a 7 figure direct mail spender.
What Works in Direct Mail?
Exclusive/ Great Offer:
Don’t even bother with direct mail if you don’t have one. A great offer looks like 20% off, a free service with a larger service booked, or a BOGO. It needs be valuable enough in tandem with your product that it makes someone take action.
A BOGO is specifically great for things like ice cream or food where the deal will likely be shared between 2 people. This doubles your foot traffic and the opportunity for word of mouth.
Try framing your offers as exclusive. “Use your $50 gift card before it expires,” or “Existing customers get 20% with code: AGAIN”
Re-Targeting
Re-targeting is a must.
One direct mailer will not work unless you have a spectacular offer and existing brand awareness. Even then, if you’re going to send direct mail, DO IT! Keep sending it month after month to the same people and it will work.
Multi-Channel Re-Targeting
Other household channels like email, streaming (OTT/CTV), display, and audience matching on social media can be effective in solidifying brand awareness in the house. Then, target the mailbox with a great offer or valuable content.
Regional Targeting
Consistently blanketing a region works.
Event promotion, restaurant coupons, and seasonal home service offers are examples of what can work on a monthly/ recurring basis.
Neighborhood divisions, zip codes, school districts, and counties are all common targeting areas.
Direct mail is often regional, but it doesn’t have to be.
What are some strategies that work for national brands?
Data Base Targeting
Obtaining someones address at the same time as a transaction is easy, so do it.
From there, it only costs $0.50 - $2.00 to send a cheap 5x7 reminder up to a personalized “handwritten” (robot written) envelope.
American Giant takes this to the next level.
They send their customers a catalog every Christmas. The catalog matches the quality of their clothing, it must cost them quite a bit. But it feels a bit like getting the toy catalog as an adult.
What is your brands Toy Catalog?
People enjoy skimming through a catalog IF they have signaled themselves as a potential or loyal customer.
Referral Network and Reviews
Direct mail is a great way to drive your referral network and reviews.
A mailer reminding satisfied customers of your referral bonus and a QR code reminding them to leave a 5 star review can go a long way.
Viral Market Targeting
Target ‘viral’ markets and areas that match your brands existing feel/ world.
Ski brands could do this in Crested Butte, camping brands can do this in Duluth, and a streetwear company could do this in Brooklyn.
From here, use known demographics that match your customer base.
By targeting these areas and your target demographic you are inherently hitting innovators, people who lead categories, have audiences, and they influence those around them just by proximity.
Think about where the “coolest” people who might use your brand are. That’s your ‘viral’ market.
Look-alike Audiences
Look-alike audiences find new potential customers that match demographic data from your existing customer archetype. This can be segmented out by age, income, travel frequency, activities, credit card data, and much more.
Physical Content Distribution
I would like to see more brands do this.
Companies like Hubspot are already providing great value to customers and potential customers with their content machines - why not send a physical copy of the content?
People are signing up to hear from you, show up in a way more memorable way than email.
TLDR; Direct mail works. You just need to be consistent and strategic in your targeting methods.
Dessert of the Newsletter
If the article is the meat and potatoes this is the dessert.
My favorite ad this week:
The ad itself isn’t anything special, but it’s the publicity stunt the festival organizers pulled that I want to highlight.
Justin Vernon AKA Bon Iver announced that his “Eaux Claires” festival was returning for the first time since 2018. He’s always performed at the festival in the past, but this year his name wasn’t on the set list. Fans panicked… until they saw “Bon Dylan.”
Justin Vernon will still perform, but he’ll be covering Bob Dylan songs under the stage name “Bon Dylan.”
The stunt attracted a lot of social media attention and sparked conversation in forums like Reddit and even earned media with MSP Mag and Milwaukee Mag.
Side note: I like how all of the artists names are the same size and listed in an equal manner. Doing this also created more buzz and anticipation.
BOOK CLUB
I’m launching an advertising and business themed book club. Please shoot me an email or DM if you’re interested! (David@pothosadvertising.com)
For now I will just share what I’m reading, what I want to read, and I’ll highlight one of my favorite books of all time each newsletter.
CURRENTLY READING
Permission Marketing - Seth Godin (1999)
Project Hail Mary - Andy Weir (2021)
I’m almost finished with this. I can’t wait for the movie!
READING NEXT
Purple Cow - Seth Godin (2002)
The Design of Everyday Things - Don Norman (1988)
Stories That Stick - Kindra Hall (2019)
HIGHLIGHT
Writing That Works - Joel Raphaelson and Kenneth Roman (1992)
Lessons from the book I love:
Use plain english when explaining complex topics
Write so you won’t be misunderstood
Write how you talk
Remove words you don’t need
Write short paragraphs and sentences
Layout is important
Other Substack articles I liked this month:
NextPlay: New Product and Company Ideas
Art Direction Library: Inside Vogue Italia, January 1998
What I’m watching:
Good Luck, Have Fun, Don’t Die: I told you this movie would only return to this section if it was good. Well, here it is. If you like Black Mirror you’ll love this. I thought this movie was going to be the highlight of this section… That was until I saw Train Dreams.
Traitors: The finale of “Traitors” is this week. I’m not a huge fan of reality TV but this game + reality TV’s super stars creates a fun watch.
Train Dreams: This might be the hardest I have ever cried watching a movie. The narration tells such a real story. It explores how technology changes industry, immigration injustice, and leaves you with a desire to live every day to the fullest.
Random Picture(s) from this month:
GUESS THE BRAND
The game where I give you 3-6 words as clues and you “Guess The Brand!”
Star
Land
Slipper
ESPN
Click Here for Answer (posted Wednesday morning)
P.S. Thank you for reading. Please let me know what sections you like and dislike.