Our world is increasingly dominated by digital noise, yet direct mail has a history of cutting through the clutter in bold, unforgettable ways. From household names to political movements, some of the most successful marketing campaigns of all time didn’t start with a click—they started with a lick… of a stamp.
We believe that great direct mail doesn’t just generate leads—it creates legends. Let’s dive into some of the most iconic, high-performing campaigns ever sent through the postal system, and explore what made them work so well.
1. American Express – Member Get Member
The Strategy: AmEx mailed personalized offers to existing cardholders, asking them to refer friends and colleagues. The referral-based campaign tapped into the power of exclusivity and trust.
Why It Worked:
Results: Over $600 million in revenue from a single direct mail campaign. Still studied in marketing courses today.
2. Columbia House – 12 CDs for a Penny
The Strategy: A bold headline offer mailed to millions: get 12 music CDs for just 1 cent. A classic example of a loss leader that paid off through monthly subscription revenue.
Why It Worked:
Results: Over 16 million members at its peak, and one of the most recognizable direct mail offers in pop culture history.
3. IKEA Catalog
The Strategy: While technically a catalog, it was a direct mail powerhouse. Sent to hundreds of millions of households annually, each edition was tailored to local markets with curated product selections.
Why It Worked:
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Gorgeous photography and staging
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Personalized editions by region
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A tangible brand experience that lived on coffee tables
Results: At one point, it became the most widely distributed publication in the world, surpassing the Bible.
4. Barack Obama 2012 Campaign – Voter Mobilization Mail
The Strategy: Data-driven mail targeting undecided and low-turnout voters. Messaging varied by demographics, values, and even household voting history.
Why It Worked:
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Hyper-personalized messaging
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A/B tested at massive scale
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Integrated with digital, door-to-door, and phone strategies
Results: Lifted voter turnout by up to 4 percentage points among certain groups—enough to make the difference in swing states.
5. Airbnb – Host Prospecting Kits
The Strategy: Sent eye-catching, high-end mailers to people in high-traffic tourist cities, encouraging them to become Airbnb hosts. Some kits even included neighborhood data or income projections.
Why It Worked:
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Highly relevant messaging
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Elevated print and packaging quality
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Personalization and predictive modeling
Results: Response rates that outperformed their digital channels—and helped Airbnb scale host supply in key markets.
6. Google – Grow with Google B2B Mailers
The Strategy: Google sent stylized, informative mailers to small business owners, offering local workshops and ad credits to help them grow with Google Ads.
Why It Worked:
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Clear, action-oriented messaging
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Real value (monetary and educational)
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Designed to drive in-person engagement
Results: High attendance at events and a spike in ad platform adoption among SMBs.
Takeaways for Modern Marketers:
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Big ideas still work – A strong offer or message trumps flashy design.
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Personalization wins – Data-driven mail dramatically lifts response.
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Print quality matters – People still judge your brand by the feel of your mailer.
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Integration is key – The best campaigns align with digital, social, and in-store strategies.
Want more inspiration like this? Who’s Mailing What! is the industry’s largest archive of real direct mail examples—updated daily and searchable by format, industry, offer type, and more.
Ready to power your next great campaign? Explore our database or book a demo today.
