Unequivocally, we know that providing the consumer a range of price points and products drives the best performance. However, there are times when a focused direct mail piece can have incredibly high impact on a consumer when a brand has a clear POV and knows its customer.
Sometimes, less really is more. In Q2, we saw several brands take a “small but mighty” approach to direct mail—devoting an entire piece to a single category or theme.
The result? A clear, high-impact message that reinforces brand authority and maximizes demand for their top-performing product
Great examples that stood out
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Loll leaned into its best sellers, using a double gatefold format to put top products front and center. Blu Dot created a 28-page catalog dedicated exclusively to small-scale products, making it easy for customers to browse, be inspired, and buy.
The Takeaway
By narrowing in on one core story, these brands delivered marketing that feels purposeful and impactful. Direct mail doesn’t always need to showcase everything you offer—sometimes the strongest play is to double down on what you do best.
If you’re planning fall or holiday campaigns, consider whether a focused format could help spotlight your hero products or categories. When the message is simple, it sticks.
Ready to explore how small-format direct mail can deliver big results for your brand? Contact reneeb@belardiwong.com to start the conversation today!
