Branding & Marketing
How to Nail Direct Mail
As marketing becomes increasingly digital, direct mail remains a reliable way to reach customers away from the screen. Whether you’re running a localised campaign or a nationwide push, direct mail is a great way to get your brand and messaging into customers’ hands.
In this guide, we will be covering everything you need to know about direct mail marketing, how to use it effectively in your next campaign, and of course, how print helps make it happen!
Table of contents
How does direct mail marketing work?
How to use direct mail effectively: Dos and don’ts
Printed materials for your direct mail campaign
What is direct mail?
Direct mail is a marketing strategy where physical post is sent to selected households or businesses through a postal or delivery service. Some commonly used types include:
- Postcards
- Leaflets & Flyers
- Catalogues
- Vouchers
- Samples
- Promotional packages
While digital marketing tends to be the main tactic used to reach customers, direct mail remains a powerful and memorable marketing material. You can learn more about the power of print marketing in our guide:
How does direct mail marketing work?
For a direct mail campaign to work, you need four key elements in place: a customer list, a great design, a clear call-to-action, and a reliable service provider.
Customer list: The most important part of building your customer list is to ensure it’s been carefully curated to target the right people. You should direct your campaign towards customers who are most likely to respond in the way you want them to.
Design: Your design should clearly represent your brand and messaging. Whether it’s a Leaflet, Flyer, Postcard or Voucher, taking the time to ensure the design is appealing can make a big difference to the success of your campaign.
Call-to-action: A clear call-to-action is crucial to any direct mail campaign. Ensuring the customer knows exactly what you’re inviting them to do is key to measuring the success of your direct mail. Whether that’s signing up to a newsletter, using a voucher code or visiting a certain landing page on your website.
Service provider: Choosing a reliable direct mail provider is important to ensure your campaign is a success, especially if you’re working to time constraints. A good provider can also help guide you on postal costs and regulations.
What is direct mail used for?
While direct mail is a commonly used marketing technique, it’s also a helpful solution for any business that needs to send postal communications to a large number of addresses.
Local marketing
Direct mail can be used to target specific areas. Ever had a Menu posted to you from a local takeaway or restaurant? That’s a great example of localised direct mail marketing! This approach resonates more deeply with local audiences, giving campaigns a personal touch.
Statements
Another way direct mail marketing can be used is to send out statements to customers – for example banking or retail store cards. All you need is a template, which can then be personalised for each customer in the database.
Utility bills
Direct mail remains a crucial channel for utility companies to send bills to customers, providing a physical record of usage and spending for their records.
Invoices
While many invoices are now sent digitally, direct mail invoicing can be used for especially formal transactions, like in legal or property services.
How to use direct mail marketing effectively: Dos and don’ts
Do: Proofread your materials
There’s nothing worse than ordering a whole batch of marketing materials only to realise you’ve made a spelling blunder! Always double check your design for any errors, and ensure any QR codes definitely work properly and lead to the right place.
Do: Ensure you have a way to measure success
Before you send out your direct mail, make sure you know how you’re going to measure its success. This may be tracking visits to a certain page on your site, monitoring newsletter sign-ups, or checking how many times a discount code is used.
Do: Run tests first
Once you’ve defined your market, send out a few test batches before committing to a larger campaign. This allows you to make tweaks where needed before sending out your main efforts.
Don’t: Forget to follow up
Make a list of people who have engaged with your campaign so you can follow up with them later.
Don’t: Forget to direct people to your website or social media
While direct mail is valuable, it’s most powerful when combined with digital marketing efforts. Always include your website URL, or link to social media pages with a QR code in your mailer designs.
Printed materials for your direct mail campaign
Postcards
Using Postcards in your direct mail campaign is simple and cost-effective. Choose from various sizes and custom shapes to represent your brand and engage customers in a neat and tidy format – perfect for topline brand awareness. Postcards are super versatile! Check out 6 Ways to Get Creative with Postcards.
Leaflets & Flyers
Leaflets & Flyers give you a bit more space to play with, allowing you to expand on messaging and include more detailed content. There are plenty of options to choose from, including flat or folded, and extra detailing like foiling, so you can create a truly unique design that helps your brand stand out.
Catalogues
A professionally printed Catalogue is another great option for direct mail marketing. It’s a sleek way to showcase your product or service offerings and give more information to potential customers. Choose from a range of paper types to fit your brand, from sustainable recycled options to luxurious finishes.
Vouchers
Small but mighty! A printed Gift Voucher dropping through a customer’s door is bound to make an impression. They’re perfect for seasonal promotions, new openings or even for sending on customer birthdays for a personal touch.
Nail your direct mail marketing with Printed.com
Ready to get your direct mail strategy off the ground? Explore all the fabulous printed materials we have to offer at Printed.com. We have paper options to suit every budget, from luxurious stocks to cost-effective papers that don’t compromise on quality. Whether you’re planning your first direct mail campaign or you’re looking for top-quality print to level up your game, we’ve got you covered!
About the author
When Ellie's not busy crafting content, you will find her at a gig, knitting or crocheting!
