What forms of direct mail exist and how do you use them smartly for your business?

4 May 2026 /

Direct mail is one of the most tangible ways to bring your brand straight into people’s homes. But to do that, you need to choose the right form for the right goal. At DMSB, our Genk location specialising in direct mailing and fulfilment, we work daily with two distribution forms: unaddressed mail and addressed direct mail.

Unaddressed mail

You choose an area and every household within it receives your print materials. No address database needed. You also reach people you don’t know yet today.

Adressed direct mail

This one starts from a concrete address database. You send to real names and real addresses, which allows you to communicate more personally with a name, location or other relevant data.

You feel that difference in the response rate too. Unaddressed mail campaigns achieve an average response rate of 2 to 4 percent. For addressed mail, that figure sits between 4 and 8 percent. Makes sense: a piece of mail that’s clearly meant for you simply gets more attention than a general flyer.

When do you choose unaddressed mail?

You want to build brand awareness in a new area.
You’re opening a new branch and want to inform the immediate surroundings.
You’re spreading a local promotion or seasonal campaign widely.
You don’t yet have an existing customer database.
Your message is relevant to everyone in the area, regardless of profile.

When do you choose addressed mail?

You want to reactivate inactive customers with a personal message.
You reward existing customers with an exclusive offer.
You invite prospects to an event.
Your offer is only relevant to a specific profile.
You want maximum conversion from a limited volume.

The strongest combination

First you use unaddressed mail to get visible and bring your brand to a wide audience. Then you follow up more precisely with addressed mail for the people who have already responded or shown interest.

Here’s how it works in practice: you first distribute 10,000 unaddressed folders to build reach and recognition. Then you send 2,000 personalised cards to interested parties or respondents. First be widely present, then follow up personally.

Two contact moments, each with their own role — that simply work better together. You first reach a large number of people at once, then get more out of the group that’s already warm. Whether you’re a retail chain launching a new collection, a publisher introducing a new magazine or a local entrepreneur looking to grow their brand: direct mail works. As long as you use it smartly.

Curious to find out what the best approach is for your campaign?

We’re happy to think along with you. Get in touch via hello@buroform.be or call us on 015 288 999.

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