How to Construct Direct Mail That Gets Results
Direct mail can have a massive impact on your audience – but that impact relies on how well you construct it. A Royal Mail report found that 83% of people surveyed preferred receiving direct mail to email, so contrary to popular opinion, people still enjoy receiving ‘old fashioned’ mail. This guide covers the three stages of constructing a winning campaign: creating it, bringing it to life through design, and fulfilling it properly – plus the follow-up step most businesses forget.
| Direct Mail Statistic | Figure |
|---|---|
| People who prefer direct mail to email | 83% (Royal Mail report) |
| Consumers who enjoy mail containing relevant offers | 62% |
Creating Your Campaign
Not sure where to start? Research your best-selling products, find what your customers are most attracted to, and create an offer they can’t resist based on that information – 62% of consumers enjoy receiving mail that contains relevant offers. Few people enjoy reading pages of information, and they lose interest quickly, so keep your content direct and to the point, and make it fast and easy for recipients to take advantage of what you’re offering. Creating mail for your company can seem overwhelming, particularly if it’s completely new to you – there is a lot to think about, so it’s important to spend time planning and preparing to guarantee its effectiveness. If your company doesn’t have the time or resources to do this in-house, choosing a mailing house that offers a complete end-to-end service is a fail-safe plan that saves time, stress and money.
Bringing Your Direct Mail to Life
Once you’ve constructed your campaign, work with an experienced designer to make your direct mail distinctive straight off the doormat, keeping your brand on the recipient’s mind. A designer ensures you stay true to your brand and keep your literature recognisable – consumers are more likely to buy into a brand that feels familiar and trustworthy. After helping you develop and create your design, the direct mail specialists can then arrange the print to maximise your responses.
Direct Mail Fulfilment
Choosing the right mailing house with a complete end-to-end service guarantees full control over secure data handling, design, printing, enclosing and postage to high-quality standards. A reputable, cost-effective mailing house uses the latest technology, with intelligent software for highly sensitive documents, giving you peace of mind that the correct customers are receiving your mail.
Don’t Skip the Follow-Up
A key part of sending direct mail that is often overlooked is the follow-up: getting in touch with your audience to check they received your mail, whether they acted on it, and what they thought of it. This feedback is priceless, because it directly improves your future direct mail campaigns, making each one more effective and successful than the last.
Constructing Direct Mail With The Direct Mail Company
The Direct Mail Company aims to offer 5-star customer service, as seen in our Trustpilot reviews. Did you know we also offer leaflet distribution? Send us your postcode areas for a cost-effective marketing campaign and we will do the rest – and we use an independent back-checking company to verify your door-drop campaign was delivered as promised. For more information on our direct mail services or bulk postage rates from The Direct Mail Company, get in contact today at sales@thedirectmailcompany.co.uk, call 0333 038 3797, or follow us on Facebook.
Constructing Direct Mail: Frequently Asked Questions
Do people actually prefer direct mail to email?
Yes. A Royal Mail report found 83% of people surveyed preferred receiving direct mail to email, and 62% of consumers enjoy receiving mail containing relevant offers.
How do I decide what to put in my direct mail?
Research your best-selling products and what attracts your customers most, then build an irresistible offer around that – kept direct, to the point, and easy to act on.
Why does design matter in direct mail?
Distinctive, on-brand design makes your mail stand out straight off the doormat and keeps your literature recognisable, and consumers buy more readily from brands that feel familiar and trustworthy.
What should I do after sending a direct mail campaign?
Follow up. Check your audience received the mail, whether they acted on it and what they thought – feedback that makes every future campaign more effective.
How do I know my leaflet campaign was actually delivered?
We use an independent back-checking company to verify our door-drop campaigns, so you have third-party confirmation your leaflets were delivered.
How do I get started?
Email sales@thedirectmailcompany.co.uk or call 0333 038 3797 with your campaign idea or postcode areas, and we’ll handle the rest.
