Types of Direct Mail: Postcards, Catalogs, and More

The types of direct mail available today are far more varied and more effective than most people expect. Here’s a stat that usually stops readers cold: physical mail is opened by over 90% of recipients, while the average marketing email struggles to clear 20%. So the real question isn’t whether direct mail works, it’s which format works best for your goal.

Direct mail still outperforms digital channels in engagement: Direct mail pieces are read or scanned by recipients at rates as high as 40–50%, and direct mail campaigns can achieve average response rates up to **9% on house lists several times higher than typical email or digital ad engagement.

This article breaks down what are the different types of direct mail, why each one exists, and when it actually makes sense to use them. We’re not just listing formats. We’re explaining why they convert, how they behave in the real world, and what results you should realistically expect, especially in competitive industries like dental marketing.

If you’re newer to the channel, it helps to ground this discussion in the basics of direct mail marketing. Everything below builds on that foundation.

Why the Format of Direct Mail Matters More Than Most Marketers Think

Not all direct mail is created equal and we’ve seen campaigns fail simply because the wrong format was used for the objective.

A postcard asking a new dental patient to book their first cleaning behaves very differently from a multi-page catalog promoting cosmetic dentistry packages. One is built for speed and recall. The other is built for depth and consideration.

From what we’ve seen running nationwide campaigns, format alone can swing response rates by 2×–4×, even when the offer stays the same. That’s why understanding the core types of direct mail isn’t academic, it’s operational.

Before diving into individual formats, here’s a practical framework we use internally:

• Low friction, fast decision → Simple formats (postcards, self-mailers)
• High value, trust-based decision → Rich formats (letters, brochures, catalogs)

With that lens, let’s start with the most commonly used and most misunderstood format.

Postcards: High-Impact, Low-Friction Direct Mail

Postcards are often the first thing people think of when discussing direct mail, and for good reason. They’re simple, cost-effective, and brutally efficient when used correctly.

Key data point: Postcards consistently generate response rates between 4% and 9%, compared to about 1% for digital display ads. In local dental campaigns we’ve managed, new-patient postcards regularly land in the 5–7% range when paired with a clear offer and clean targeting.

Why Postcards Work

Postcards don’t ask for commitment, they demand attention.

There’s no envelope to open. No friction. The message is visible instantly, which means you’re winning or losing the battle in the first three seconds. That constraint is actually their power.

We’ve seen this play out repeatedly in dental marketing:

• A “$99 New Patient Special” postcard sent to households within a 5-mile radius
• Clear headline, one image, one call-to-action
• Mail drop on a Tuesday, phones lighting up by Thursday

Postcards shine when:

• You’re driving appointments, not education
• You want fast feedback (7–14 days)
• You’re testing offers or geographic pockets

Where Postcards Fail (And Why)

Postcards struggle when the offer requires explanation or trust-building. For example, selling full-mouth restoration or Invisalign purely via postcard usually underperforms. We’ve seen offices burn budget here because they asked the format to do a job it wasn’t designed for.

Realistic expectations:

• Timeline: Results typically show within 10–21 days
• KPI benchmarks: 4–6% response is solid; 7%+ is excellent
• Best use case: New patient acquisition, reminders, reactivation

Postcards are not “cheap mail.” They’re precision tools. When used with intent, they outperform most digital channels on cost per booked appointment especially in healthcare and dental verticals.

Letters and Self-Mailers: When Trust and Personalization Drive the Decision

Once an offer requires explanation or trust the format needs to slow the reader down. This is where letters and self-mailers become some of the most effective types of direct mail we’ve seen, especially in healthcare and dental marketing.

There’s a reason these formats have survived every shift in marketing channels. They feel personal. They feel intentional. And most importantly, they feel important.

This aligns with what we’ve observed as direct mail has matured over time. If you look at the evolution of direct mail, the formats that endure are the ones that create a one-to-one conversation, even at scale.

Letters: The Highest-Trust Format in Direct Mail

Letters don’t win on speed. They win on credibility.

In our experience, a well-written letter mailed in a standard envelope often outperforms flashier formats when the decision involves money, health, or long-term commitment.

Data point: Letters routinely produce response rates between 3% and 6%, but with higher-quality conversions. In dental campaigns, that often translates to fewer total responses but more booked procedures and higher lifetime value.

Why Letters Work So Well

Letters signal seriousness. When someone opens an envelope and sees a signed message especially from a local dentist or practice owner, it triggers a different psychological response than a promotional postcard.

We’ve seen this play out in campaigns for:

• Cosmetic dentistry
• Implant consultations
• Membership or in-house dental plans

Patients don’t just skim these messages. They read them.

A strong dental letter typically includes:

• A clear explanation of why the practice is reaching out
• A specific patient pain point (“putting off care,” “rising insurance costs”)
• A soft but confident call-to-action

This is where many of the advantages of direct mail advertising
really show up: tangibility, trust, and perceived value.

Realistic Outcomes for Letters

From what we’ve measured across multiple campaigns:

• Timeline: 14–30 days for meaningful results
• KPIs: 3–5% response is strong; conversion quality matters more than volume
• Best use case: High-value treatments, patient education, retention

Letters are slower, but they attract the right patients. When practices complain about “low response,” it’s often because they’re measuring the wrong metric.

Self-Mailers: More Space, Less Friction

Self-mailers sit between postcards and letters. Think folded pieces, tri-folds, Z-folds, or multi-panel designs that arrive without an envelope but still offer room to explain.

Key stat: Self-mailers average 4–7% response rates, making them one of the most versatile formats in direct mail.

Why Self-Mailers Perform

Self-mailers balance visibility and depth. The headline is immediately visible, like a postcard, but the fold invites exploration.

We’ve seen dental practices use self-mailers effectively for:

• Explaining new patient workflows
• Promoting multiple services (cleanings, whitening, emergency care)
• Introducing a new dentist to the community

They work especially well when a practice needs to answer the silent question every patient has: “Why should I trust you?”

Where Self-Mailers Shine Operationally

From an execution standpoint, self-mailers are efficient:

• Lower postage than letters
• More storytelling than postcards
• Flexible design without overwhelming the reader

This versatility is one reason direct mail continues to test well when people ask how effective direct mail marketing really is compared to digital-only strategies.

Expected performance benchmarks:

• Timeline: 10–21 days
• KPI target: 5–6% response for local healthcare campaigns
• Best use case: Awareness + action combined

Brochures: Educating Before Converting

Brochures are often misunderstood. They’re not meant to “sell fast.” They’re meant to educate confidently.

In dental marketing, brochures excel when explaining:

• Treatment options (implants vs. dentures)
• Long-term care plans
• Cosmetic procedures with multiple steps

Industry data shows brochures typically generate 2–4% response rates, but again, response quality matters more than volume.

We’ve seen brochures outperform postcards in one specific scenario: when the patient is already aware of the practice but hesitant to act. Education removes friction.

Practical Reality Check

Brochures work best when:

• Paired with a follow-up (call, reminder postcard, or email)
• Used for existing patient lists or warm audiences
• Designed clearly, not like a medical textbook

They are not a standalone growth hack but as part of a sequence, they’re powerful.

Catalogs and Dimensional Mail: When Visibility and Memorability Matter Most

Some types of direct mail aren’t designed to win fast. They’re built to own mindshare. Catalogs and dimensional mail fall squarely into this category, and when used correctly, they create a level of recall digital channels simply can’t touch.

This is where we see many brands hesitate because of cost yet ironically, this is where ROI can spike when the strategy is sound.

Catalogs: Depth, Authority, and Long-Term Recall

Catalogs are the most immersive format in direct mail. They demand time, attention, and intention from the reader and that’s exactly why they work.

Data point: Catalogs typically deliver 2–5% response rates, but they outperform most formats on average order value and retention. In service-based industries like dental, the metric that matters most isn’t response rate—it’s downstream revenue.

Why Catalogs Still Work in 2026

We’ve seen dental groups use mini-catalogs (8–16 pages) to:

• Explain full-service offerings
• Educate patients on elective procedures
• Position the practice as a long-term care partner

Once a catalog lands in a home, it rarely gets thrown away immediately. It lives on coffee tables, kitchen counters, and desks. That physical persistence matters.

In fact, one of the lesser-known insights from recent direct mail facts
is that households often keep catalogs for up to two weeks, dramatically increasing exposure compared to one-time digital impressions.

Realistic Expectations for Catalog Campaigns

Catalogs aren’t impulse drivers. They’re consideration accelerators.

• Timeline: 30–60 days
• KPIs: Lift in booked consultations, treatment acceptance rate
• Best use case: Multi-location practices, cosmetic or elective dentistry

We’ve seen catalogs shine when paired with a follow-up postcard or phone outreach. Alone, they educate. In sequence, they convert.

Dimensional Mail: Breaking Through the Noise

Dimensional mail is anything that isn’t flat: boxes, tubes, lumpy mailers. And yes, it gets opened.

Key stat: Dimensional mail regularly achieves open rates above 85%, with response rates ranging from 5% to 12% depending on targeting and offer.

Why Dimensional Mail Works Psychologically

Humans are wired for curiosity. When something unusual shows up in the mailbox, it triggers an almost automatic response: What is this?

We’ve seen dental practices use dimensional mail to:

• Promote high-ticket implant consultations
• Re-engage lapsed patients
• Target affluent neighborhoods with premium services

One campaign we observed included a simple branded box with a short note and a consultation invite. Cost per piece was high but cost per booked procedure dropped by nearly 40% compared to digital ads.

The Catch (And It’s Important)

Dimensional mail is not scalable for every campaign.

• Higher production and postage costs
• Requires tight targeting
• Best used sparingly for maximum impact

Think of dimensional mail as a spotlight, not a floodlight.

How to Choose the Right Type of Direct Mail

If you’re still asking, what are the different types of direct mail and which one should I use?, here’s the practical decision filter we’ve seen work consistently:

• Need speed? → Postcards
• Need trust? → Letters or self-mailers
• Need education? → Brochures or catalogs
• Need attention? → Dimensional mail

Match the format to the decision complexity, not the budget alone. Most underperforming campaigns fail because the format and the ask don’t align.

Conclusion: The Right Format Changes Everything

The biggest takeaway is simple: the types of direct mail you choose directly shape your results.

Postcards drive fast action. Letters build trust. Self-mailers balance clarity and depth. Brochures educate. Catalogs position authority. Dimensional mail creates unforgettable moments.

We’ve seen firsthand that when businesses especially dental practices match the right format to the right objective, direct mail doesn’t just compete with digital. It outperforms it.

If you’re serious about improving response rates, lowering acquisition costs, and building predictable patient pipelines, the next step is execution.

Visit our website to learn more about how we plan, print, and mail high-performing direct mail campaigns or schedule a demo to see how the right format can transform your next campaign.