10 essential steps for every direct mail campaign
Today, people are bombarded with emails, social media posts, and online advertisements. And businesses are struggling to capture the attention of their target audiences amongst all the noise. In response, a fresh approach is needed to cut through the digital clutter.
Rather than seeking out the latest marketing trend, savvy marketers are turning to direct mail. A tried and tested way to drive engagement, direct mail campaigns boast impressive success rates. In fact, research shows that direct mail outperforms all other marketing media, with an ROI that surpasses digital mediums.
To maximise the impact of your efforts, it’s crucial to follow a strategic and well-organised approach. Here are ten essential steps to ensure the success of your direct mail campaign.
- Define your objectives
Whether you aim to increase sales, generate leads, promote a new product, or enhance brand awareness, having a well-defined objective provides a solid foundation for your campaign. Concrete goals allow for better planning and resource allocation, ensuring that every aspect of your campaign is geared towards achieving these targets.Top Tip: Establish SMART goals for your direct mail campaign. For example:
Smart Increase sales of our new eco-friendly product in the local area. Measurable Achieve a 20% increase in sales within the next three months. Achievable Use targeted leaflet distribution to reach 10,000 households known to be environmentally conscious. Relevant This goal aligns with our objective to boost sales and position our company as an eco-friendly brand. Time-bound Complete the campaign and measure results by the end of the next quarter. Smart Drive more traffic to our e-commerce website through leaflet marketing. Measurable Increase website visits by 25% within the campaign period. Achievable Distribute 50,000 leaflets with a QR code leading to our website and an exclusive online discount. Relevant Increasing website traffic supports our objective to grow online sales and customer engagement. Time-bound Monitor website traffic and measure the increase over a six-week campaign duration. - Identify your target audience
A well-defined target audience ensures your marketing efforts are directed towards those most likely to respond positively to your message, thereby increasing the effectiveness and ROI of your campaign.To maximise the success of your direct mailers:
- Conduct market research. This involves gathering data on the demographics, preferences, and behaviours of your ideal customers. The more you know about who they are, the easier it is to create mailers that will appeal to them.
- Segment your audience. Segmentation involves dividing your broader audience into smaller, more manageable groups based on shared characteristics. For instance, you might segment your audience by age group, geographic location, purchase history, or lifestyle. This process allows you to tailor your marketing messages to the specific needs and interests of each segment.
Top Tip: Harness cutting-edge Mosaic data and leverage advanced Geoplan software to exploit the power of demographics and location data and zero in on your target market.
- Craft a compelling message
Your message is the heart of your direct mail campaign. Ensure it is clear, concise, and compelling.
- Create personalised messages. Personalised, tailored messaging always works best when running a direct mail campaign. According to one study, 78% of consumers are more likely to make repeat purchases from brands that personalise their advertising.
- Include a clear call to action (CTA). An essential and pivotal element in any direct mail campaign, a CTA tells recipients what to do next – whether that’s making a purchase, signing up for a newsletter, visiting a website, or calling for more information. Be sure to track your CTA’s performance and use this insight to evaluate the campaign’s success.
- Create a sense of urgency. Phrases like “limited time offer,” “act now,” or “while supplies last” evoke a sense of immediacy and drive quicker responses. Even if you are not running a specific promotion, you can still use compelling and persuasive language.
Top Tip: Personalised messaging goes beyond merely addressing recipients by their names; it involves crafting content that speaks directly to their unique needs, challenges, and desires. Tailoring your message in this way increases the likelihood of engagement and conversion, as recipients feel understood and valued.
- Design eye-catching mailers
In a world saturated with advertisements, a visually appealing mailer can make the difference between your message being noticed or discarded.
Effective design not only attracts attention but also enhances the overall message and encourages recipients to take action.
- Use high-quality images and/or graphics. Visual elements can convey messages quickly and evoke emotions more effectively than text alone. High-resolution images and graphics that are relevant to your product or service can create a strong visual impact, making your mailer stand out.
- Use bold headlines. Bold headlines are crucial for grabbing attention and guiding recipients through your mailer. Your headline should be clear, concise, and compelling, offering a solid reason for the recipient to read further.
- Avoid cluttering your mailer with too much text or too many images. Instead, use ample white space to separate different sections and make the content more digestible. A well-organised layout helps recipients quickly find essential information, such as your main message, key benefits, and call to action.
Top Tip: Consistent use of branding makes it easier for recipients to recognise and remember your business, which is crucial for fostering customer loyalty. Consistent branding also enhances the visual appeal of your mailer.
- Ensure high-quality printing
Quality of print should not be overlooked when it comes to your direct marketing campaigns. Using high-quality paper and professional printing techniques ensures your mailers look and feel premium.
This attention to detail can influence recipients’ perceptions of your brand, making them more likely to take your message seriously. A well-printed mailer will also stand up better to the rigours of postal delivery, arriving in good condition and maintaining its visual appeal.
Top Tip: Look for a company that offers eco-friendly print options – from carefully curated paper choices supporting responsible forestry to championing recycled and recyclable materials. Opting for sustainable practices not only helps protect the environment but also enhances your brand’s reputation and demonstrates your commitment to corporate social responsibility.
- Choose the right direct mail format
Direct mail comes in various formats, including postcards, brochures, catalogues, and letters. Choose the format that best suits your message and budget. For example:
- Postcards. Compact, simple, and attention-grabbing, postcards are an excellent way to convey short, punchy information.
- Coupons. One of the most used promotional methods available, coupons offer enticing incentives to potential buyers and repeat customers.
- Catalogues. Helping to showcase products or services, catalogues provide more comprehensive information to target customers.
- Leaflets & Flyers. A firm favourite due to their cost-effectiveness and simplicity, leaflets and flyers can be used to convey a wide range of information and punch above their weight when it comes to results.
- Samples. Adding product samples is an excellent strategy to motivate potential customers to try your offerings.
- Letters. Letters provide a unique opportunity for businesses to establish an emotional and direct connection with their target audiences.
Top Tip: When choosing a direct mail format, consider conducting a survey or focus group with a segment of your target audience to understand their preferences. Knowing whether your audience prefers concise information or detailed brochures can guide you in selecting the most effective format.
- Optimise your mailing list
A well-maintained mailing list is critical for reaching the right audience. Ensure your list is up-to-date and free of duplicates or incorrect addresses.Popular types of direct mailing lists include:
- Demographic mailing lists
- Geographic/location mailing lists
- Psychographic mailing lists
- Income-level mailing lists
- Homeowner/renter mailing lists
- B2B mailing lists
- Past-purchase mailing lists
- Current customer mailing lists
- Loyalty program mailing lists
- Parental mailing lists
At Blue Market Media, we’ll guide you through all the options to ensure you choose the right type of direct mail list for your campaigns.
Top Tip: If you’re concerned about GDPR, you can still create an effective leaflet distribution campaign by strategically targeting those postcodes where your target audience likely resides. With this approach, you can run a personal campaign without worrying about data protection requirements.
- Plan your direct mail campaign timing
Timing can significantly impact the success of your direct mail campaign. Consider factors such as holidays, seasonal trends, and your business cycle when scheduling your mailings.
Sending your mailers at the right time can increase the likelihood of your message being received and acted upon. For example, if sending out offers from a local takeaway, ensure the leaflet lands on a Friday to maximise sales over the weekend.
Top Tip: Consider the frequency of your distributions. A single drop might not be enough, but repeated exposure can reinforce your message and boost results.
- Track and measure results
To ensure that your direct mail campaign achieves its objectives, you must evaluate its effectiveness by tracking key metrics. Once you have collected data from your direct mail campaign, the next step is to analyse it to gain actionable insights.Key tracking metrics might include:
- Response rate. This is the percentage of recipients who responded to your direct mail campaign. A high response rate suggests your mailer successfully engaged the audience.
- Conversion rate. This is the percentage of recipients who not only responded to your mailer but also completed a desired action, such as making a purchase, signing up for a service, or requesting more information. This metric provides deeper insights into the effectiveness of your call to action and the overall persuasiveness of your campaign.
- Return on Investment (ROI). By tracking ROI, you can assess whether the revenue generated from your direct mail campaign justifies the investment and identify opportunities to maximise cost efficiency.
Top Tip: To accurately track and measure the effectiveness of your campaign, it’s essential to use unique identifiers, for example:
- Unique codes. When recipients use these codes to redeem an offer or make a purchase, you can directly attribute the response to your direct mail campaign.
- QR codes. When scanned with a smartphone, these codes direct recipients to a specific landing page, website, or online form. The data collected from QR code scans can help you measure engagement levels.
- Personalised URLs (PURLs). PURLs offer a high level of personalisation and tracking accuracy, allowing you to monitor who visited the site, how long they stayed, and what actions they took.
- Choose the right direct mail marketing agency
Selecting the right direct mail marketing agency can significantly influence the success of your campaign.Here are some considerations to help you make the right decision.
Do they have the necessary experience and expertise?
An experienced agency will have a deep understanding of best practices, potential pitfalls, and innovative strategies that can enhance the effectiveness of your campaign.
Ask for case studies, client testimonials, and examples of previous work to gauge capabilities.
What services do they provide?
A comprehensive direct mail marketing campaign involves various elements, including design, printing, data management, distribution, and analytics. Ensure the agency you choose offers a full range of services to meet all your campaign needs.
Working with a single agency that can handle every aspect of your campaign will streamline the process, maintain consistency, and ensure better coordination.
What personalisation and tracking tools do they use?
The right direct mail marketing agency should leverage advanced technology and tools to enhance the precision and effectiveness of your campaign. Look for agencies that use data analytics, variable data printing, and sophisticated targeting software to optimise your direct mail efforts.
Do they prioritise customer service?
Effective communication and support are crucial when working with a direct mail marketing agency. Choose an agency that is responsive, attentive, and willing to collaborate closely with you throughout the campaign.
How creative are they?
A successful direct mail campaign requires creative and innovative approaches to capture attention and engage recipients. Look for an agency with a solid creative team that can design visually appealing mailers and craft compelling messages to make your direct mail stand out and drive higher engagement.
Do they offer value?
While cost is an important consideration, it should not be the sole factor in your decision. Compare the pricing of different agencies and evaluate the value they offer. A more expensive agency may provide better quality, more comprehensive services, and higher ROI.
Book your direct mail consultation
Your one-stop-shop for direct mail marketing, our creative UK mailing house offers everything you might expect – and more!
A leading UK direct mail agency, we provide a full-service solution to ensure a successful direct mail campaign that delivers results for your business.
From strategy and design, to print and distribution, whether you want to send out 10k or 500k+ mailers, we provide a service our competitors can’t match.
Book your free direct mail marketing consultation by calling us today on 020 3538 9753 or complete our website enquiry form.