Do Direct Mail Trifolds Work? Why They're Are Winning Eyeballs (and Sales)

When it comes to drect mail, there’s historically been a tradeoff: speed or space. You get the quick-hit impact of a postcard, or the storytelling room of a catalog. Not both.

That’s where Cardalogs™ come in.

They’re PostPilot’s answer to the “middle zone” of direct mail. 

A smarter, faster, six-panel format that’s helped brands like Cozy Earth, Misook, and Gozney cut through the noise and convert. 

Not just look pretty. Convert.

Let’s break down why trifold Cardalogs work so well, and when you should be using them.

Wait… What’s a Cardalog?

A Cardalog is a trifold mailer, designed like a mini-catalog but optimized for speed and scale. Think 10.5” x 17.25”, folded into six roomy panels.

What’s different from a traditional catalog? 

• No minimums
• Shorter planning cycle (takes a few days)
• Lower design requirement and less product imagery needed
• Fully automated and dynamically triggered based on actions across your stack (e.g., Shopify and Klaviyo)

Super important Note: PostPilot reinvented the catalog, too, and turned that ancient process from 5-6 months with delayed data into a ~5-6 week process with real-time data. 

But Cardalogs are still a faster process. More on that right now.

“Why Shouldn’t I Just Send a Catalog?”

Catalogs are even more tactile, immersive, and great for long-form storytelling than other direct mail. 

You can flip through them, tear pages out, and treat them like little books.

However, even with PostPilot’s catalog innovation and that way, way, way, waaaay faster process, they’re still a relatively larger undertaking, can’t be changed quite as quickly, take longer to print, and tend to favor brands with larger product catalogs.

Additionally, they tend to be built better for prospecting campaigns to give someone new an in-depth introduction to your brand or to handle larger product drops (e.g., seasonal collections for apparel brands or major holiday launches).

In short, we wanted to provide a stellar option for brands ready to flex into more space but who may not quite be ready for a catalog.

And it’s okay not to be! 

When you are, we’ll be here to make that process seamless.

Now, back to Cardalogs.

Who’s Using Cardalogs? What Are They Doing with them? And Do They Work?

Gozney: Retargeting Anonymous Site Visitors

Background: Gozney, beloved makers of high-end pizza ovens, had tons of anonymous visitors hitting their site and bouncing.

Tactic: With PostPilot's SiteMatch™, they launched Cardalogs that followed up with rich visuals, product details, and offers—customized based on browsing behavior.

Plus, this wasn’t “just” a retargeting play. It was an elevated brand experience that matched how their customers shop.

Results: A badass 11x ROAS and 116k in revenue. That’s revenue that wouldn’t have been possible without direct mail converting anonymous website visitors.

Misook: Prospecting at a Strong ROI

Background: Luxury fashion brand Misook wanted to highlight a specific collection to new prospects, but email was underperforming and display ads were getting stale.

Tactic: They launched a Cardalog campaign with a lookalike audience built by PostPilot.

The format gave them space to show off outfits, explain their brand, and drive customers to purchase.

Results: Misook saw 3.4x ROAS on that first push, and now they’ve got another working acquisition channel that doesn’t rely on digital ads alone.

When Should You Use a Cardalog?

Product Launches

Launching something new? Cardalogs give you enough space to create a narrative around the product. Not just show it. 

Whether it’s a new category, seasonal drop, or a full-on rebrand, you can dedicate each panel to one part of the story. A hero image. A list of features. A customer quote. A how-to-use section. A clear CTA.

The format works especially well for launches where you need to show context. 

For example, if you’re selling a new skincare line, you can walk customers through the routine. If you’re an outdoor gear brand launching a tent, you can show setup, accessories, and use-case shots.

Winbacks

Not everyone will see your “we miss you” emails . That doesn’t mean they’re not still interested—it often just means they’re overloaded online.

A Cardalog gives you a second chance to reach them, this time without competing with 25 browser tabs and five email promos, and give them a serious reminder of why they should visit your site again.

HexClad, for example, has sent this one (above) to win back VIP customers who haven’t purchased in nearly 3 years.

Prospecting Campaigns

When you’re going after cold audiences, you need more than a headline and a hero image. Cardalogs give you the room to establish trust and credibility.

Start with a brand intro. Add a customer quote. Include a QR code with a tracked offer. Show bestsellers or seasonal favorites. Each panel has a job, and together they tell the story of why someone new should check you out.

And instead of hitting every mailbox in a zip code, you can send trifold Cardalogs to a hyper-targeted audience of your VIPs using a direct mail lookalike builder.

That means less waste and more intent, with a piece that gives you the flex room to really sell.

So… Do Trifolds Work?

They work when they’re done right.

Cardalogs give you space to sell and speed to move. They fill the gap between postcard and catalog without all the tradeoffs.

When you’ve got more than one product to promote—or a story worth showing, not just telling—Cardalogs are the format that finally gives you the room to run.

Need help getting started? We’ve got examples, strategy, and designers ready to go.

Let’s talk.

‍