5 Tips for Sending the Perfect Mailshot
The perfect mailshot needs five things: clear targets, good quality data, creative design, a simple offer and proper tracking. Sending it doesn’t have to involve big budgets or large numbers, but it will involve planning and a little imagination. Mailshots come in all shapes and sizes, and every element – from catching attention to clearly communicating your offer and what to do next – needs to maximise responses so you get a great return on your investment. Here are our five tips for making your next campaign as effective as possible.
| Tip | What to Do |
|---|---|
| 1. Set targets | Decide your goal before sending, so results can be measured against it |
| 2. Use good quality data | Cleanse your database to protect postage spend and response rates |
| 3. Creative design | Use every element, envelope included, to build brand connection |
| 4. Contain a simple offer | Give one clear, irresistible reason to act now |
| 5. Track the campaign | Use unique codes, numbers or URLs and review responses regularly |
Tip 1: Set Targets
Results determine whether you have created an effective direct mail campaign, which is why you should set targets before you send anything. First, decide what you want to achieve: most businesses target sales, but others look to generate leads or build an active marketing database. The targets you set become the measure of the campaign’s success – for example, if you want to achieve a certain level of sales, you can use it to determine the ROI of your direct mail campaign and see how the spend compares with alternative marketing channels.
Tip 2: Use Good Quality Data
You will need a database for the campaign, and the quality of that data directly affects how efficient your campaign is – yet ensuring your data is fit for direct mail is often overlooked. The Direct Mail Company offers bespoke data processing services, cleansing your data and maximising ROI by filtering out poor records. Removing poor data ensures you are not wasting postage or dragging down your response rate. If you need help sourcing data, we can also assist in building an active mailing list of genuinely interested potential buyers.
Tip 3: Creative Design
A direct mail campaign is an ideal opportunity to show off the creative side of your business – everything from the envelope used to the look and feel of the whole campaign. It is a great opportunity to build your brand and develop a connection with your target audience. Here at The Direct Mail Company, with our experience and expertise, we can craft the perfect mailshot for your business and offer advice to ensure the campaign succeeds.
Tip 4: Contain a Simple Offer
A mailshot is not just about posting existing brochures or leaflets – it needs a clear offer that cannot simply be refused. The message must be consistent throughout the mailer, giving the recipient a reason to act now, because the campaign will only succeed if the offer is unmistakable. Make sure your offer uses a tone and language your target audience will understand and respond to immediately.
Tip 5: Track the Campaign
Appropriate tracking methods are essential to measure the campaign’s success, so build tracking into the mailshot itself – for example, a unique code, telephone number or personal URL. Test the tracking before sending out any material, and review the responses regularly so you know exactly what your mailshot generated.
The Perfect Mailshot From The Direct Mail Company
At The Direct Mail Company, we can craft the ideal mailshot for your business – one that looks visually pleasing and engages your audience. We aim to provide stress-free direct mail, taking control of your campaign so you can have confidence in a seamless service, with your mail printed, enclosed and delivered on time, every time. You can also read our latest mailing service updates. To learn more about how The Direct Mail Company can help with your campaign, get in touch on 0333 038 3797 or email sales@thedirectmailcompany.co.uk with your enquiry.
The Perfect Mailshot: Frequently Asked Questions
What makes a perfect mailshot?
Five things: targets set before sending, good quality data, creative design that builds your brand, one simple irresistible offer, and tracking so every response can be measured.
Does a mailshot need a big budget?
No. The perfect mailshot doesn’t require a big budget or large numbers – it requires planning, clean data, a clear offer and a little imagination.
What should a mailshot offer look like?
It should be a single, clear offer the recipient cannot refuse, written in the tone and language of your target audience, consistent throughout the mailer, and paired with a reason to act now.
How do I track a mailshot campaign?
Incorporate a unique code, telephone number or personal URL into the mailer, test it before anything is sent, and review responses regularly.
Why does data quality matter for mailshots?
Poor data wastes postage and damages response rates. Cleansing your database before sending filters out bad records and maximises your ROI.
Who can produce my mailshot for me?
The Direct Mail Company crafts, prints, encloses and delivers mailshots as one seamless service. Call 0333 038 3797 or email sales@thedirectmailcompany.co.uk
