The average person receives around 121 emails every day.
When you add that to the constant stream of social media ads and promotional content that floods our feeds – it’s no surprise that many marketing messages get lost in the noise.
That’s where direct mail comes in. While digital marketing dominates many conversations, we’re seeing physical mail continue to deliver impressive results. And, when 95% of direct mail receives engagement from its recipients, it’s hard to imagine getting those kinds of results from email!
But, if you’re new to direct mail (DM), where do you start?
Here’s our essential guide to planning and delivering successful campaigns that truly connect with your audience.
Why consider direct mail now?
There’s no denying that physical mail stands out. After all, you’re more likely to pay attention when something arrives addressed to you!
The statistics don’t lie, either. Around 30% of DM sent will offer an incentive – like a voucher – which 79% of consumers will act on immediately (compared to just 45% for email).
DM also offers more personalisation opportunities. Not only in how you address your audience, but how you can deliver more targeted messages that resonate. We’re talking beyond “Hello, FIRSTNAME”, think more demographic-specific information, like previous purchase history or how many of their neighbours use a certain service.
And, unlike an email (that quickly disappears into a crowded inbox, or gets deleted), direct mail will often stay in homes for days, or even weeks.
Essential Planning Steps
When looking to undertake your first DM campaign, it’s important to have a clear plan in place.
Step 1: Set clear objectives
Before diving into the data or design, you need to establish what you want your DM
campaign to achieve. Is it more sales, more leads, or more website visits?What budget is available for the campaign? The cost of running a DM campaign can
range from a few hundred, to several thousand pounds – depending on the mailing list
acquisition, design, print, and postage. Remember, direct mail requires more planning time than digital campaigns. You’ll need to take design time, print production, and delivery schedules into consideration, too.
Step 2: Understanding your data
Data management is crucial for the success of your direct mail campaign. You must ensure that your data is GDPR compliant for use, and that any mailing lists are cleaned and verified regularly. Consider who you’re going to contact and where they are based. And – most importantly – plan your response tracking. If you want more sales, or more leads, ensure that there are enough people within your organisation who can answer the phone, or pack orders!
Step 3: Design and production
This is where many digital-first businesses will face challenges. While fundamentally the same, print design differs significantly to digital, and physical proofing is essential. Some key things to remember:
● Paper stock will affect both the look and feel of the finished product
● The size and format will impact postage rates – you could use a custom paper size, but it’ll cost more!
● You need to include space in the design for both the recipient address, and a return address, too
Step 4: Timing and delivery
Timing will make or break your campaign. Make sure to consider seasonal factors, and allow for production and delivery times. If you’re sending a Valentine’s Day campaign, make sure it arrives beforehand! Or, if you want to send out a voucher for Black Friday, Cyber Monday, or even Christmas, you’ll need to start planning your broadcasts in July. Plus, if your DM campaign is running alongside other digital campaigns, make sure your digital collateral is already up and running before it lands. You don’t want a QR code that links to a landing page that isn’t live, yet!
Common mistakes to avoid
Like all marketing activities, there’s a lot of trial and error in direct mail. That aside, there are some stumbling blocks that could catch you out…
Digital design habits
What works on screen doesn’t always translate to print. Not allowing for bleed and trim, using RGB instead of CMYK colours, and designing without considering folding or finishes, are all common oversights when it comes to producing a direct mailer. This is why it’s so important to proof a physical sample of your product – so any issues can be caught before it goes to print
Timing miscalculations
As we’ve already mentioned, timing is one of the most important parts of delivering a successful direct mail campaign. Unfortunately, many businesses won’t allow enough time for proofing, or underestimate the production schedule, or (worse) will fail to factor in delivery times. There is no “one size fits all” solution to timing – but we wouldn’t recommend running a DM campaign on a whim
Making your budget work for you
Direct mail requires careful budget planning. When planning a campaign, make sure to consider the design and artwork costs, print production expenses, and any data processing fees. To optimise your spending, think about:
● Testing different formats
● Paper weight vs postage costs
● Bulk production opportunities
And planning your campaigns in advance!
Taking the next step
While navigating a direct mail campaign may seem complex compared to digital marketing activities, the results make it worthwhile. The key is working with experienced partners who understand both the technical requirements, and creative possibilities of direct mail.
At Telescope, we’ve spent over twenty years helping businesses successfully integrate DM into their marketing mix. From initial planning, all the way through to final delivery, we make sure every campaign maximises its potential to cut through the noise, and connect with your audience.
