How to Plan a Direct Mail Campaign
A successful direct mail campaign starts long before anything is printed or posted.
Taking the time to plan your campaign carefully can help you reach the right audience, stay within budget and give your mailing the best chance of achieving the results you’re looking for.
Whether you’re sending a few hundred items or a larger mailing, the planning process is much the same.
In this guide
- Start with a clear objective
- Know who you want to reach
- Choose the right type of mailing
- Prepare your mailing data
- Plan your print and postage
- Allow enough time
Start with a clear objective
Before thinking about artwork or printing, decide what you want your mailing to achieve.
For example, you might want to:
- Generate enquiries
- Promote a new product or service
- Encourage repeat business
- Raise awareness of an event
- Share important information with customers
Having a clear objective will make it easier to decide everything else, from who you target to the type of mailing you send.
Know who you want to reach
The success of a direct mail campaign often depends on sending the right message to the right people.
You may already have a customer mailing list, or you might want to target households or businesses within a particular area.
The more relevant your audience, the better your campaign is likely to perform.
Choose the right type of mailing
There are several ways to communicate through direct mail.
Depending on your campaign, you might choose:
- Postcards
- Letters
- Leaflets
- Brochures
- Promotional packs
The best format depends on what you’re trying to achieve and the information you need to communicate.
Prepare your mailing data
Good quality mailing data is essential.
Before your campaign is sent, it’s worth checking that addresses are complete, accurate and suitable for the postal service you’re using.
Preparing your data properly can help avoid unnecessary delays and keep your campaign running smoothly.
Plan your print and postage
Printing and postage are two of the biggest parts of most direct mail campaigns.
Choosing the right paper, print format and postal service can make a significant difference to both cost and delivery times.
If your campaign has a specific delivery date, it’s also worth planning backwards to allow enough time for printing, data preparation and despatch.
Allow enough time
One of the biggest mistakes people make is leaving everything until the last minute.
Simple campaigns can often be completed quickly, but larger or more complex projects usually require extra time for artwork approval, printing, fulfilment and postage.
Starting the planning process early gives you more flexibility and helps everything run more smoothly.
Summary
Planning a direct mail campaign doesn’t need to be complicated, but spending a little time preparing at the beginning can make a big difference to the final result.
By setting a clear objective, choosing the right audience, preparing your mailing data and allowing enough time for production and delivery, you’ll give your campaign the best chance of success.