Don’t Marry Your Mailer: Why Switching It Up Wins in Direct Mail

When it comes to direct mail, think of your campaign like dating apps. If you keep swiping on the same profile (or worse—sending the same message to every match), you’re not going to get much traction. Same with your mailers: don’t keep sending the exact same letter month after month. Your prospects will start treating your envelopes like junk coupons from a pizza chain—straight to the recycling bin.

Switch It Up

Pay attention to the list you’re mailing. If you’re hitting the same group over and over with zero response, it’s not them—it’s you. Change the list.

And while we’re at it, change the creative too. If you’ve been sending letters for a couple months, swap to postcards. People love a good postcard—it’s like getting a vacation wish from a stranger who also happens to want to buy your house. Then cycle back to letters, or mix in a printed option. Keep your mail fresh, not predictable.

Track Like a Detective

You wouldn’t keep buying lottery tickets without checking the numbers, right? Same with direct mail. Track your response rates. Which lists are performing? Which letters are pulling leads? Which ones are flopping harder than a fish out of water?

Direct mail is passive lead gen, but that doesn’t mean you get to nap through it. Your job is to keep an eye on what’s working (and what’s not) so you can adjust.

Don’t Send the Same Thing Every Time

At First Touch Letters, we recommend starting with our Personal Greeting Letters or Investor/Realtor Handwritten Letters. From there, rotate in a mix of postcards.

And if you really want to grab attention? Our Cosmic Postcard Sequence has been a game-changer for investors. It’s quirky, memorable, and hard to ignore—because nothing says “sell me your house” quite like a UFO abducting a cow (seriously, it works).

👉 Moral of the story: don’t be boring. Keep your direct mail campaigns fresh, funny, and flexible. Your future deals will thank you.