How to Run a Direct Mail Campaign in 7 Steps
Running a direct mail campaign takes seven steps: set your targets, build your mailing list, design your mailshot, write a clear message, include a powerful call to action, choose the right day to send, and track the results. Direct mail has been rising again since GDPR came into force in May 2018, with many organisations recognising the benefits of sending targeted mailshots – and a well-run campaign can bring a healthy ROI for even the smallest business. Here is each step in full.
| Step | What to Do |
|---|---|
| 1. Set targets and objectives | Decide what the campaign must achieve before planning anything |
| 2. Create a mailing list | Select the customers most likely to help you hit those targets |
| 3. Design your mailshot | Choose the format and a design that demands attention |
| 4. Write a clear message | Simple, direct, no unnecessary content |
| 5. Include a powerful call to action | Tell recipients exactly how to take up your offer |
| 6. Send on the right day | Tuesday to Thursday performs best |
| 7. Track the results | Measure against the original targets |
Step 1: Set Targets and Objectives for the Campaign
Before diving straight into planning, think about what you want to achieve. If your campaign is to increase sales of a new product, tailor everything with that in mind so the message reaching the recipient is unmistakably clear.
Step 2: Create a Mailing List
Based on your targets and objectives, look at your existing database and select the customers most likely to help you achieve them – these are who the campaign goes to. Targeting your message at those most likely to respond avoids wastage and increases response rates.
Step 3: Design Your Mailshot
When designing your mailshot, think about what you want it to achieve and which format fits best – letters, postcards, flyers or brochures. Postcard marketing is a smart strategy for promoting a business, product, service or event. Whatever the format, ensure the design catches the recipient’s attention the moment it comes through the letterbox.
Step 4: Write a Clear Message
Make the message clear, simple and to the point – don’t confuse recipients with unnecessary content. Above all, the offer must be immediately obvious to the reader.
Step 5: Include a Powerful Call to Action
The main purpose of most direct mail campaigns is to get the recipient to take action, so include a powerful call to action that ensures recipients take you up on your offer – tell them exactly what to do and how.
Step 6: Send Your Campaign on the Right Day
What day of the week is best to send out direct mail? You’ve invested a lot in your campaign, so don’t send it on a random day – you want it landing when recipients are most likely to respond. The best days to send your campaign are Tuesday, Wednesday and Thursday.
Step 7: Track the Success of Your Campaign
Measure and analyse the campaign’s results to track its success. Comparing performance against your original targets and objectives shows you what worked and what to refine next time.
Run Your Direct Mail Campaign With The Direct Mail Company
The Direct Mail Company is a professional mailing house aiming to offer 5-star service throughout – your one-stop shop for all your printing and mail needs. Our direct mail fulfilment services include bespoke data processing, personalisation, printing solutions, mail enclosing and bulk postage rates, and we offer much lower costs than standard and franked bulk mail by sorting your mailings before they reach Royal Mail for distribution. We take quality and customer service very seriously, delivering a stress-free direct mail service for all your printing and mailing requirements. For more information, please contact us on 0333 038 3797 or email sales@thedirectmailcompany.co.uk with your enquiry.
Running a Direct Mail Campaign: Frequently Asked Questions
What are the steps to run a direct mail campaign?
Seven steps: set targets, build a targeted mailing list from your database, design the mailshot, write a clear message, add a powerful call to action, send between Tuesday and Thursday, and track the results against your targets.
What day should a direct mail campaign land?
Tuesday, Wednesday or Thursday – recipients are in their workweek routine and most likely to respond, while Mondays and weekends see mail ignored or discarded.
Who should I send my campaign to?
The customers in your existing database most likely to help you achieve your specific objectives – targeting those most likely to respond avoids wastage and lifts response rates.
What format should my mailshot take?
Whichever fits the goal: letters for detail, postcards for fast attention, flyers and brochures for showcasing ranges – as long as the design grabs attention straight from the letterbox.
Can a small business run a direct mail campaign?
Yes – a well-targeted campaign brings a healthy ROI for many small businesses, especially with a mailing house handling print, personalisation and discounted postage.
Who can run the campaign for me?
The Direct Mail Company manages data, print, enclosing and bulk postage end to end. Call 0333 038 3797 or email sales@thedirectmailcompany.co.uk
