Just because your direct mailing lands in someone’s mailbox doesn’t mean that it’s delivered. Sure, it may have arrived at the destination that’s on the address (which, by the way is important), but it hasn’t really accomplished anything, yet. It’s basically just paper and ink sitting in a mailbox.
Students of direct mail know that one of the primary functions of a direct mail piece is to get noticed. Your direct mail—whether it’s a letter, a package, a mailer, or a simple card—needs to grab the reader’s attention.