By Lee Garvey
That postcard in your customer’s mailbox isn’t just a one-time message—it’s a strategic touchpoint in what could be a years-long relationship.
Smart marketers know that direct mail isn’t simply about blasting identical messages to everyone on your list. Instead, it’s about delivering the right message, in the right format, at the right stage of your customer’s journey.
“There are so many nuances when it comes to the lifecycle of a customer and what type of mail piece you need at what stage in that customer’s journey,” says Lee Garvey, founder and CEO of Click2Mail.
But what exactly does this customer journey look like, and how can you align your direct mail strategy with each stage? Let’s dive into the strategic considerations that can transform your direct mail from generic communications into powerful relationship-building tools.
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The Customer Journey and Direct Mail: An Overview
The customer journey describes the complete experience a person has with your business, from their first awareness of your brand through purchase, usage, and hopefully, loyalty and advocacy.
While each business’s specific journey map may vary, most customer journeys follow these fundamental stages:
- Awareness: Prospects first learn your business exists
- Consideration: They evaluate whether your offering meets their needs
- Decision: They choose to make a purchase
- Retention: They continue doing business with you
- Advocacy: They become loyal fans who recommend you to others
Each stage requires a different approach, message, and sometimes even a different mail format to be effective. Let’s explore how to optimize your direct mail for each of these critical stages.
Mapping Direct Mail to Each Stage of the Customer Journey
Let’s go through each stage and talk about how you should approach it using direct mail.
1. Awareness Stage: Making That First Impression
At this initial stage, your goal is to introduce your brand memorably. Direct mail excels here because, as Lee notes, “People will not open an email from a new company, so direct mail is better for acquisition.”
Effective Formats:
- Standard postcards (no envelope barrier)
- Oversized postcards (greater visibility)
- Simple self-mailers (more content space)
Key Messaging Approach: Focus on one clear benefit, strong visual branding, and a simple call to action. For example, a veterinary clinic successfully used this approach with a QR code on an EDDM (Every Door Direct Mail) piece for their open house, resulting in strong turnout. “People want to meet the groomer before they hand the dog over,” says Carly Brown, customer support manager at Click2Mail.
Tip: Keep it simple with one key message rather than explaining everything about your business.
2. Consideration Stage: Building Trust
As prospects evaluate options, provide more substantial information and build credibility. Integrate with other channels so they get a phone call at the same time they have mail in the mailbox.
Effective Formats:
- Letter packages (detailed information)
- Note cards (“These do gangbusters… they look fancy,” says Carly)
- Slim-jim self-mailers (balanced information)
Key Messaging Approach: Address specific pain points, differentiate your offering, provide social proof, and clearly indicate next steps.
Tip: Use targeted personalization based on what you know about the prospect.
3. Decision Stage: Converting Interest
At this critical point, create urgency and remove purchase barriers with compelling offers.
Effective Formats:
- Special offer postcards
- Personalized letters
- Dimensional mail (for high-value prospects)
Key Messaging Approach: Focus on compelling offers with deadlines and simplified purchase instructions. Sometimes something free (even if it’s inexpensive) outperforms direct discounts.
4. Retention Stage: Nurturing Relationships
For existing customers, build loyalty through recognition and relevant information.
Effective Formats:
- Thank you cards (Lee recommends notecards in envelopes for greater impact)
- Newsletters
- Anniversary acknowledgments
Key Messaging Approach: Express appreciation first, then provide relevant information and complementary offerings.
5. Advocacy Stage: Creating Champions
Give satisfied customers tools to become advocates for your business.
Effective Formats:
- Referral program cards
- Branded shareable items
- VIP event invitations
Key Messaging Approach: Make customers feel special, provide simple referral mechanisms, and reward loyalty.
Tip: Use QR codes to track referrals and identify engaged customers who are good candidates for remailing.
Ready to Align Your Direct Mail with Your Customer Journey?
Implementing a customer journey-based direct mail strategy doesn’t have to be complicated. Start by identifying which stage most of your current mailings target, then expand to adjacent stages for a more complete approach.
Click2Mail makes it easy to execute mail campaigns for every stage of the customer journey with a variety of formats, easy personalization options, and CRM integration capabilities that automate the right message at the right time.
Visit Click2Mail.com today to explore how our platform can help you deliver the perfect mail piece at every step of your customer’s journey—from first introduction to loyal advocacy.
About Lee
Lee Garvey is the founder of Click2Mail, a pioneering platform in cloud-based direct mail automation since 2003. Under his leadership, Click2Mail has become a trusted USPS partner, helping thousands of businesses streamline their mailing processes and effectively bridge the gap between digital and physical marketing.
