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How to do Direct Mail Right

  • Blog
  • 15 October 2015

Direct mail is a great marketing tool and a powerful mechanism for getting your messages out to a targeted group of people. However, where print and postage are concerned, it can also be expensive so it's worth planning carefully to ensure maximum return on investment.

How to do Direct Mail Right

Plan for success

Make sure you establish the parameters for your direct mailing campaign very carefully. Firstly, be clear as to why you are planning to do a direct mail shot. A good example could be to tell your customers about a summer special offer; to invite them to attend a new product launch; or to support brand building as part of your annual marketing strategy.

Consider the messaging and design that you'll use on the piece of direct mail itself. The best approach is to use a professional designer who can ensure that the final result is on-brand, impactful and highly professional. A designer can also advise on print materials and finishes. Consider postage sizes and their impact on cost when sizing up your desired piece.

Remember too that most people only retain up to 3 messages, so keep your copy light and to the point. You may want to include a voucher or promotional element of some kind to support your call to action. This is the most vital part of your marketing activity; the call to action describes a specific action or set of possible actions that you want the recipient to take having read your direct mail. Common options include picking up the phone to speak to one of the team; registering for an event online; signing up to a newsletter; visiting your store; or perhaps sharing something on social media.

Focus on data

Without good quality data your campaign is destined to fail. There are strict guidelines relating to the use of business data and you must be sure that it has come from legitimate sources because customers are entitled to opt out of marketing communications. Use your own data sources and consider buying in targeted data from a reputable data agency. Again, be very clear about the parameters for its use, so that you operate within best practice and regulatory guidelines.

Follow up

It may be worth buying contact numbers or emails to enrich existing target information, allowing you to follow up after your mailing while the message is still fresh. Consider sending a follow-up email or telephoning key and established prospects who are likely to respond positively to a personalised communication. Reiterate the key messages and make sure the campaign theme is reinforced so that it becomes established in the reader's mind. Again, be clear as to your call to action. Stay brief and professional, respecting the time of your readers and recognising that their attention is limited in a world full of competing marketing messages.

Analytics

Finally, remember to measure and analyse the response rate from your campaign so that you can establish the return on investment. This is important to justify future spend and assess the value of the activity.

FSB Business Leads gives you access to a range of services to help you find new customers, build profile and deliver high quality integrated marketing campaigns.


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