Strategies & Playbooks
Physical mail works best when it's targeted and timed. Each playbook below is a proven campaign recipe - who it's for, what to send, and what success looks like.
Start here if you're not sure what to send
Pick your industry and goal from the table below. Each row links to a complete playbook with step-by-step instructions and copy starters.
Find your play
| Industry | Goal | Recommended playbook |
|---|---|---|
| Real estate | Announce a listing to the neighborhood | Neighbor Blast - Just Listed / Just Sold |
| Real estate | Build long-term farm presence | Farming with evenFLOW |
| Real estate | Target absentee owners | Absentee Owner Outreach |
| Real estate | High-touch prospect outreach | Golden Letters |
| Real estate | Provide automated home value reports | AI CMA Letters |
| Insurance | Stay top of mind with your book | Monthly Newsletter Campaign |
| Insurance | Reach Medicare-eligible prospects | T65 Birthday Campaign |
| Home services | Turn completed jobs into new leads | Neighbor Blast for Home Services |
| Home services | Market your roofing company with mail | Postcard & Gift Card Templates for Roofers |
| Any | Re-engage past customers | Drip to Past Customers |
| Any | Follow up after a QR scan | QR Scan → Call Follow-up |
| Any | Layer mail over a text campaign | Mail + Text Sequence |
| Any | First 100 mailers | Your First 100 Mailers |
What makes a play work
Every successful direct mail play shares four traits:
- A specific audience. The more precisely you can describe who gets this mail, the better the response rate.
- One clear ask. Each piece should have a single CTA - call, scan, go to a URL, reply.
- Consistent follow-through. A single piece rarely wins. The plays that work repeat the message 3–6 times over weeks or months.
- A way to track response. Use a QR code so you know exactly who scanned and when.
Measuring success
Response rates for direct mail typically range from 1–5% for cold audiences and 5–15% for warm/existing customer lists. QR scan rates on well-targeted campaigns commonly run 2–8%.
These are ranges, not guarantees. Your results depend on list quality, message quality, offer strength, and repetition. Use the QR scan data in your Global Scan List to build a real picture of what's working.