What is Direct Mail? A Beginner’s Guide

Does Direct Mail Still Work?

Direct mail still works—the average mail response rate for direct mail is around 9%, and approximately 87% of that segment has been driven to make an online purchase from that business.

Direct mail marketing will provide your business with more immediate responses, opening the door for additional engagement online. Your conversions and sales will increase as the targeted customers head to your website.

To print high-quality materials, you can partner with a mailing house, like imail comms. We can help you send your direct mail via Royal Mail at affordable rates.

Benefits of Direct Mail Marketing

Direct mail stands out as a powerful marketing tool, offering a personal and memorable way to connect with your audience. The advantages of direct mail marketing include:

• Interactive and Engaging
  Direct mail is a tactile form of marketing that requires recipients to physically handle the piece of mail. This interaction ensures that customers will at least glance at your message before deciding whether to act on the call to action (CTA) or discard it.
• Increased Retention Through Add-Ons
  Including interactive elements such as QR codes, coupons, or promotional offers boosts the chances that recipients will keep and engage with the mail piece. These extras provide immediate value and encourage action.
• Broader Reach Beyond Digital Channels
  Direct marketing can target customers who may not be active on digital platforms or who overlook emails and online ads. This allows you to connect with a more diverse audience, expanding your reach significantly.
• Less Competition in the Mailbox
  With most businesses focusing on online marketing, direct mail faces less competition. This gives your message a higher chance of standing out and grabbing attention in a less crowded medium.
• Highly Visible and Hard to Ignore
  Most people skim through their physical advertising mail before deciding what to keep or discard. A creative and colourful direct mail piece is more likely to catch their eye and leave a lasting impression compared to similar efforts in the digital space.

Types of Direct Mail Marketing

Direct mail marketing offers a wide range of formats, each suited to specific goals and audiences. Some of the most effective types are:

• Postcards
  Postcards are an affordable and straightforward option, perfect for quick announcements like sales, events, or new product launches. Their eye-catching designs and concise messaging encourages recipients to engage with them immediately. A compelling call-to-action, such as “Show this card in-store for 20% off,” can drive responses effectively.
• Catalogues
  Catalogues provide a comprehensive way to showcase a wide range of products, giving customers a tangible experience to explore your offerings in detail. Clear product descriptions, transparent pricing, and features like QR codes that link directly to online stores make it easy for recipients to take the next step.
• Brochures and Flyers
  Brochures and flyers offer the flexibility to share more about your brand or products while remaining cost-effective. With vibrant imagery, concise copy, and the inclusion of testimonials, they can build trust and generate interest effectively.
• Letters
  Personalised letters create a sense of exclusivity and strengthen customer relationships. Tailoring the content to the recipient’s preferences or history with your brand adds a personal touch. For instance, addressing a recipient directly and thanking them for their loyalty enhances goodwill and engagement.
• Promotional Items
  Including small branded items, like a pen, adds value to your direct mail and makes it memorable. Practical items that recipients use regularly help keep your business top of mind while subtly reinforcing your brand identity.

The Dos and Don’ts of Running a Direct Mail Campaign

Let’s discuss the dos and don’ts of running a successful direct mail campaign.

Do: Figure Out Who Your Audience Is

Whether you’re offering a product or service, you need to determine who your audience is. Focus your efforts on who your services and products are best suited for.

While direct mail campaigns have a high response rate and ROI, you don’t need to spend money by targeting customers who aren’t interested in what you have to offer. Spend time researching your target market.

Do: Conduct Tests

You should send out some test batches when you’ve figured out who your market is and what neighbourhoods you want to target. Send mailings to a few of your customer segments, ensuring you track your results.

For example, if you’re sending out a coupon for a product, use a unique code. Track who redeems the code on your website or at your location to determine your campaign’s effectiveness.

Do: Drive Your Traffic to Your Digital Presence

Direct mailing will likely be one aspect of your marketing efforts. Most brands will conduct the majority of their business online.

Take advantage of direct mail’s high response rate to drive recipients to your website and social media platforms. Once you’ve gotten their attention, encourage them to follow your company online so they can stay up to date with your products.

You can also link both your digital and physical marketing campaigns with some of the following strategies:

• Giveaways on social channels
• Hashtag campaigns

Don’t: Send Out Mailers With Errors

Your mail will create a lasting impression on whoever reads it. You should ensure that it’s free of grammatical errors and typos. Have multiple people read through the document to guarantee everything is correct.

If you include a coupon or QR code, double-check that it works. The last thing you want is to get potential customers to your website, only to be hit with an error code when they try to redeem your offer.

You also want to check that your copy reads well. It should hit your brand’s tone and have a good flow.

Don’t: Fail to Follow Up

As you monitor your results from your direct mail campaigns, keep track of who is and isn’t responding. You’ll have a database of engaged customers that will typically be receptive to future mailings. If specific customers aren’t engaging, you don’t need to continue to send them mailings in the future.

Creating a Mailing List for Your Direct Mail Campaign

A strong mailing list is the foundation of direct mail advertising. It’s a direct line to your ideal audience, helping you connect meaningfully and achieve measurable results.

Here’s how to build your mailing list from the ground up:

Start With Existing Customers

Start with your existing customer database. These individuals already know your brand, making them more likely to respond. Segment your list into groups, such as loyal customers, past customers, or high-value clients. Tailor your message to each group—loyal customers may appreciate VIP offers, while past customers could respond to a discount or new product announcement.

Utilise Your Website & Social Media

Encourage new sign-ups through your website and social media platforms. Offer incentives, such as discounts or exclusive access to content, to encourage visitors to join. A simple, GDPR-compliant form that collects basic details—name, email, and address—can help grow your list organically. Highlight the benefits of signing up to increase participation.