Direct Mail: The Perfect Tool for Raising Awareness of Your Business
Direct mail is the perfect communications tool for raising awareness of your business, promoting your products, services and special offers, and building customer relationships. There are lots of ways to get creative with direct mail these days, and while you need to grab your audience’s attention, don’t forget that a well-written letter with a strong offer may do the job on its own – it all depends on your market, your brand and your offer. Get it right, and your direct mail could help you retain your customers for the future, which is a nice position to be in – so it’s worth spending time on. This guide covers the five things to get right, the three elements of production, and how to keep your postage costs down.
5 Things to Get Right in Your Direct Mail Campaign
- The proposition – Is it the same for all recipients or targeted? Is it simple and easy to understand?
- The offer – It’s a good idea to test which incentives work best for your market.
- Copywriting and design – Take inspiration from examples of direct mail you think works well.
- Testing – Try things out to see what works before committing your full budget.
- The call to action – Be clear about exactly how the recipient can respond. We can help with all of these.
The 3 Elements of Producing Direct Mail
- Printing – Printing of the mailer itself and the envelope.
- Personalisation – Personalise your mailing for each of your recipients.
- Folding and inserting – Folder inserters enclose your mailing at 4,000 items per hour.
How to Keep Direct Mail Postage Costs Down
Postage can take up a fair proportion of your budget if it isn’t fully thought through, so be clever about your format and volume:
| Cost Factor | Money-Saving Rule |
|---|---|
| Mailing size | A5 and under is more cost-effective to post |
| Batch quantity | Over 500 items in a single mailing attracts a discount |
| Postage rates | Discounted bulk postage beats stamps and franking |
Why Run Your Awareness Campaign With The Direct Mail Company?
We offer great savings, a professional service and a quick turnaround, with everything handled through one dedicated account manager. Direct mail marketing done right can make a huge difference to your business. Call us on 0333 038 3797 or email sales@thedirectmailcompany.co.uk to start planning your campaign.
Raising Awareness With Direct Mail: Frequently Asked Questions
Is direct mail good for raising brand awareness?
Yes. Direct mail is a perfect communications tool for raising awareness of your business, promoting products, services and special offers, and building lasting customer relationships.
What makes a direct mail campaign successful?
Five things: a clear proposition, a tested offer, strong copywriting and design, testing before rollout, and an unmistakable call to action.
What is involved in producing a direct mail campaign?
Three elements: printing the mailer and envelope, personalising the mailing for each recipient, and folding and inserting – which machines complete at 4,000 items per hour.
How can I reduce direct mail postage costs?
Keep your mailing at A5 or under, send over 500 items in a single mailing to attract a discount, and use a mailing house’s discounted bulk postage rates.
Does direct mail need to be elaborate to work?
No. A well-written letter with a strong offer may do the job on its own – what matters is matching the format to your market, your brand and your offer.
