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.
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 |
The Brett Furman real estate case study shows how Just Listed / Just Sold cards, Golden Letters and Notecards, QR follow-up, and monthly market updates work together.
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.