Of course, direct mail marketing is still only successful if consumers open the mail they receive from businesses. For brands looking to avoid the trashcan, McLellan recommends three strategies:

1. Use odd sizes, colors, and textures: Packaging that stands out—whether through unexpected materials,
strange dimensions, and/or bright colors—is harder to ignore.
2. Don’t be flat: Three-dimensional, “lumpy” mail is more likely to get opened because recipients fear throwing
out valuable content.
3. Arrive late: Data shows that the end of the week is generally the most effective for delivery, since people
often spend the weekend sorting through mail.

While these particular tips may not be applicable in every instance, McLellan’s point is a good one: Direct mail remains a powerful marketing channel, especially when brands take the time to send well-planned, creative direct mail.