How to Design a Successful Direct Mail Campaign

Direct mailing offers a great opportunity to put a message directly into the hands of potential and returning customers. As with any marketing approach, a well-planned strategy is the most effective. After identifying a target audience, it is important to create a comprehensive mailing program, for consistent customer contact. Finally, a clear concise message, in the optimum format, will maximize the effectiveness of a direct mail campaign.

Postcards & Self Mailers

Postcards are inexpensive, both to produce and to send, so they are often an attractive choice for direct mail campaigns. Used in the correct context, postcards offer a versatile and cost-effective advertising method.

• Postcards work best for simple messages, like promoting events or sales.
• Because people often only glance at a postcard, repeat customers who already recognize the brand are very likely to respond.
• P rospective customers are likely to skim a postcard, because the size is attractive and easy to read.

Traditional Letters

Although the cost of printing and mailing letters is higher than that of postcards, in certain situations, letters are a more effective choice. A thoughtfully written letter can be a provocative, compelling marketing tool.

• Letters appear more personal, since they address potential customers by name. They also tend to look more official, and are unlikely to be discarded unopened.
• For more complex messages, for instance an explanation of a customer reward program, a letter is the best option; it allows the inclusion of more details, in a less flashy format.
• A letter can clearly and concisely address specific benefits the customer can gain from a given product.
• Letters provide an opportunity for repeating the company logo, both on the envelope and on the stationery. The company name can also be repeated in the body of the letter, building brand awareness.

Brochures

Brochures generally require the most investment, because they incorporate photos and graphics, use heavier paper, and require folding or stapling of multiple pages. They are also the most comprehensive form of direct mailing.

• The colorful and attractive format of a well-designed brochure is eye catching for both new and loyal customers.
• Brochures can include graphics, so they can illustrate relevant statistics or diagrams.
• The content of a brochure can be more thorough. Different concepts can be introduced in one mailing, and each one can include sufficient details.
• A brochure’s variable length and format makes it a versatile tool for various marketing tasks.

A well-conceived direct mail campaign will yield significant benefits for every company. By identifying the target market and choosing the best format for the intended message, a company places effective advertising directly in the possession of the customer.