In a world of constant pings from texts, tweets, and emails, sending a potential customer a physical piece of mail seems almost old-fashioned. Postcards, flyers, and catalogs feel like relics from a different era. At one point, this was a go-to for small business owners because it was a low-cost way to share detailed information and reach just about any target audience.

So why would anyone bother with the post office today? Because it can be an incredibly effective part of your side hustle marketing plan, especially for those running offline side hustles.

Let's talk numbers. The response rate for a direct mail campaign can range from 0.5% to 2%, which is considered solid. If you’re mailing a “house list” of existing customers, that rate can jump to 5% or more. Compare that to email marketing, where a 0.01% response rate is often seen as a success. The difference is staggering.

Beyond the numbers, there's a psychological component. Research shows that physical media—like a letter or postcard—leaves a stronger impression on our brains than a digital message. With our inboxes overflowing and our physical mailboxes emptier than ever, a well-designed mailer has a much better chance of standing out. This makes it one of the more unusual side hustles in marketing that can actually work.

When Direct Mail Makes the Most Sense

This isn't a strategy for every situation, but direct mail shines in a few key areas:

• Reaching Top Decision-Makers: High-level executives often have aggressive spam filters and assistants who screen their inboxes. A professional-looking piece of mail has a much better shot at actually landing on their desk.
• Making an Introduction: If you're new to the neighborhood or your industry, direct mail is a fantastic way to get noticed. A bold, oversized postcard can capture attention where a digital ad or cold email would be instantly deleted.
• Laser-Focused Targeting: It might sound strange, but you can get incredibly specific with direct mail. You can buy mailing lists that are segmented by zip code, profession, or even membership in an association. If your target customer list is only a hundred people, you could reach them for as little as $65 plus the cost of the list.
• Promoting an Event or Holiday: Tying a promotion to a local event or a holiday is a classic use case. A landscaper could target high-end homes around Arbor Day, or a meal delivery service could reach out to working moms just before the chaotic back-to-school season kicks off on Labor Day.
• Driving a Specific Action: You can't click a postcard, so direct mail isn't for direct sales. Its strength lies in getting people to take the next step. Your call to action should guide them to your website to claim a discount, get more information, or download something valuable. The goal is to generate warm leads.

For example, Kopari Beauty, a skincare brand, has used direct mail for years to get its products noticed. They send out around 25,000 mailers at a time, aiming not just for sales but for making a lasting impression. Their efforts yield a response rate between 2.5% and 3%—a huge win compared to standard email campaigns.

What Does It Actually Cost?

Because of paper, printing, and postage, direct mail typically costs more than a digital campaign. You’ll need to budget for design, copywriting, and potentially the mailing list itself. Depending on the size and scope, you could pay anywhere from $0.50 to a few dollars per piece. As Jim Carlson, CEO of Zurixx, puts it, “Direct mail—it’s a hidden gem... If your product fits in with the responsible, middle-aged group who typically open their mail, direct mail can be huge.”

When it comes to execution, you have options. You can manage the entire process yourself, or outsource specific parts like sorting and mailing. Working with a specialist can save you from having to learn complex postal regulations where a simple mistake could cost you extra cents on every single piece mailed.

Creating Mail That People Actually Read

To avoid the trash bin, your mailer needs to grab attention instantly. Here’s how:

• Use Great Visuals: Joy Gendusa of Postcard Mania stresses the importance of images, especially photos of real people from your company. It builds trust and makes the piece feel authentic, not like it’s full of stock photos. Passport Health, a travel immunization clinic, saw a 10-14% increase in booster shot appointments after a postcard campaign featuring exotic animals.
• Have a Clear Goal: Decide what you want people to do. Todd Toback, who runs a home-buying company, says his mailers start conversations that his team later closes online. Whether you want them to call you or visit your Facebook page, make the next step obvious.
• Make an Aggressive Offer: A weak 10% discount won't cut it. Steven Wagner of Health Media Concepts advises offering something substantial to break through the noise—a valuable free report, a product sample, or even a branded tote bag.

When executed correctly, this marketing strategy can deliver a surprising return on investment. Adam Haupricht of Fox’s Pizza Den mails 500,000 postcards at a time for about 25 cents each and has seen new stores boost sales by 30-40% over 30 weeks. His secret is keeping the offers fresh and relevant.

Sometimes, a single response is all it takes. Entrepreneur Brian Roberts was struggling to get his fashion accessories brand into Urban Outfitters. Emails went nowhere. So, he designed a custom postcard and catalog and mailed it directly to their buyers. Less than a month later, he got a call that led to his brand being picked up by the retail giant.

How Do You Measure Success?

Direct mail is highly testable. You can send different messages to various audiences to see what works best. With modern data providers, you can target ideal markets and even link responses back to customers' social media profiles and email addresses, making it easier than ever to track the effectiveness of your business marketing efforts and turn your side hustle to small business.