What is Direct Mail?
Direct mail is simply a way of communicating with customers, or potential customers, by sending something physical through the post. That could be a postcard, letter, leaflet, brochure or another printed item designed to land directly in someone’s hands.
Whether you’re planning your first campaign or looking to improve an existing one, this guide answers some of the most common questions about direct mail.
In this guide
- How does direct mail work?
- Is direct mail still effective?
- What can you send using direct mail?
- Who can use direct mail?
- How much does direct mail cost?
- What data do I need for a direct mail campaign?
- How long does a direct mail campaign take?
- Can direct mail be targeted to a specific area?
- Can direct mail be sent to “The Occupier”?
- Do I need to use a mailing house for direct mail?
How does direct mail work?
A direct mail campaign starts with deciding who you want to reach, what you want to say and what you want to send. Once the campaign and artwork are ready, the mailing data can be prepared, the items printed and the finished campaign packed and sent through the postal system.
A mailing house can manage as much or as little of the process as needed. Some businesses provide print-ready artwork and mailing data, while others need support with printing, data preparation, fulfilment or postage. Depending on the project, a mailing house may handle the entire process or simply assist with specific stages.
Is direct mail still effective?
Yes. Despite the growth of email and online advertising, direct mail still gives businesses something digital marketing cannot: a physical item delivered directly to someone’s home or business.
It can be particularly effective when the audience is carefully selected and the message is relevant. Direct mail can also work alongside digital marketing, rather than competing with it, giving people another way to see and respond to a campaign.
Some of the most successful campaigns are actually the simplest. A clear message, sent to the right audience, is often more effective than something overly complicated.
What can you send using direct mail?
Direct mail can take many forms depending on what you are trying to achieve. Common examples include postcards, letters, leaflets, brochures, catalogues and promotional packs.
Direct mail doesn’t need to be complicated. Sometimes a simple postcard with a clear message is all that’s needed.
Who can use direct mail?
Direct mail can be used by businesses and organisations of all sizes, whether they’re sending a few hundred items or many thousands.
Success isn’t about the size of the mailing – it’s about reaching the right people with a relevant message.
How much does direct mail cost?
The cost of a direct mail campaign depends on several factors, including the size of the mailing, printing, postage and any data preparation required.
What data do I need for a direct mail campaign?
The data you need will depend on who you are trying to reach. You may already have a list of customer or prospect addresses, or you may need address data for a particular geographic area.
Before a mailing is sent, address data should be checked and prepared carefully. This can help identify incomplete or incorrectly formatted addresses and ensure the data is ready for the chosen postal service.
Depending on the campaign, mailing data may need to be checked, cleansed or prepared for postal services such as Mailmark or Mailsort.
How long does a direct mail campaign take?
There is no single timescale for a direct mail campaign. A straightforward mailing with print-ready artwork and prepared data can usually move much more quickly than a project involving print production, data preparation or multiple items that need to be packed together.
Timescales can also depend on the postal service being used and the date the mailing needs to arrive. The earlier a campaign is planned, the easier it is to schedule printing, data preparation and posting to meet the required delivery date.
Can direct mail be targeted to a specific area?
Yes. Direct mail can be targeted geographically, which can be useful if you want to reach households or businesses within a particular location.
Depending on the campaign, address data can be created using mapped areas, such as a radius around a location or a specifically selected boundary. This allows a mailing to focus on the areas that are most relevant to the campaign.
Mapped address data can be created for many campaigns, allowing mail to be targeted to households or businesses within a defined area.
Can direct mail be sent to “The Occupier”?
Yes, in some circumstances mail can be addressed to “The Occupier” rather than a named individual. This can be useful for campaigns where the aim is to reach households or addresses within a particular area rather than specific people.
The postal service and preparation requirements will depend on the mailing, so it is important to consider this before the campaign is produced.
Do I need to use a mailing house for direct mail?
No. It is possible to print, pack and post a direct mail campaign yourself, particularly if the mailing is straightforward.
A mailing house becomes useful when the volume or complexity of a campaign makes doing everything yourself time-consuming or impractical. However, volume isn’t the only consideration. Mailing houses may also have access to postal services and postage rates that aren’t available to individual senders, so it can still be worth asking for smaller campaigns.
A mailing house can also help prepare data, manage print and production, pack the mailing and choose the most appropriate postal service for the job.
Whether you manage a campaign yourself or use a mailing house will depend on the size, complexity and timescales involved. Understanding what’s involved can help you decide which approach is most suitable for your campaign.
Summary
Direct mail can be an effective way to reach customers with a physical message that stands out. Whether you’re sending a few hundred items or a larger campaign, careful planning, accurate data and choosing the right postal service can all make a difference to the outcome.