Direct mail cuts through the clutter and makes an impact in a digital world filled with noise and distraction. After a long day of swiping, clicking and scrolling, customers relish tangible outreach from a brand.
From brochures and postcards to die cut cards and custom packages, the options are endless. Selecting the appropriate format, message and design for your campaign is crucial, and missteps are costly. Here’s a 9-step process to narrow your options and create a direct mail campaign reflecting your brand and marketing goals:
1. Define Your Direct Mail Campaign Goals
To give your campaign a strong foundation for success, start by defining your goals: What do you want your campaign to achieve (e.g., build brand awareness, generate sales, promote a specific product line or service, increase customer loyalty, support a cause, etc.)? What message do you want to communicate? How do you want recipients to respond? And importantly, what performance metrics will be needed for the campaign to be called successful?
Keep the answers to these questions handy and refer to them often to guide design, format and messaging decisions.
Set Clear KPIs
Think beyond just “getting sales.” Decide which numbers matter most—response rates, conversions or donations—so you can track what’s actually moving the needle.
Align Goals with Business Objectives
Your campaign shouldn’t live in a silo. Make sure it supports larger initiatives like a product launch, seasonal push or long-term customer retention strategy.
2. Understand Your Target Audience
WHO receives your direct mail is just as important as WHAT they receive. Most businesses use segmentation to define their target audience and ensure a higher response rate
“Segmenting” customers simply means dividing them into sub-groups based on shared characteristics like demographics, location, behavior and lifestyle.
Understanding your customers’ motivations, buying behavior, background and demographics will help you design a relevant, well-timed campaign that appeals to their interests and stage in life. You’ll know exactly whom you’re speaking to; when and how to reach out; and how your product, service or cause impacts them personally.
Use Customer Data Wisely
Past purchase history, location and demographics can help you send offers that feel more personal and relevant instead of generic.
Build Audience Personas
Sketching out profiles of your ideal customers can help you design messaging that speaks directly to them.
3. Craft a Compelling Message
It’s not enough to simply list your product’s features; you need to explain how it can solve a problem or improve one’s quality of life. For example, don’t just say your company sells meal kits; explain how they save time and improve nutrition. Keep these tips in mind:
- Use concise, persuasive language.
- Stick to bullet points and/or shorter paragraphs to make your message easy to scan and digest.
- Include a strong Call-To-Action – two to five words max.
- Craft an attention-grabbing headline.
Focus on Benefits
A feature might tell someone what your product does, but a benefit shows them why it matters in their daily life. That’s what gets attention.
Keep It Conversational
Direct mail shouldn’t sound stiff. Write like you’re talking to someone face-to-face; it makes your message feel approachable and real.
4. Design Eye-Catching Direct Mail Pieces
You only have a few seconds to catch a customer’s attention. To make your design worthy of a recipient’s time, you should:
- Invest in professional graphic design to ensure your piece stands out. Experiment with innovative folds and die-cuts if your budget allows.
- Use high-quality images, colors and typography that mirror your brand.
- Keep the design simple and easy to read.
- Consider using full bleed envelopes for high impact.
Balance Creativity with Clarity
Bold colors, textures and folds are great, but don’t let them overshadow the message. The design should grab attention without confusing the reader.
Use White Space Effectively
Less is typically more. Open space makes your piece easier to scan and keeps the call-to-action front and center.
5. Choose the Right Mail Format & Materials
Keep your budget and target audience top of mind when evaluating format and mailing options:
- Postcard: Less room for copy; most economical.
- Brochure: More space for messaging; seal protects sensitive information.
- Letter: Ample space to communicate and connect with recipient; envelope protects contents.
- Custom Boxes: Best for targeting well-defined audiences; high impact and open rate.
Match Format to Your Goal
If you want a quick response, postcards work well. If you’re introducing a premium product, a custom box might be worth the investment.
Think About Durability
Mail pieces get handled a lot. Using sturdy paper stock or protective coatings can help your message arrive in great shape.
6. Personalize Your Direct Mail
Address recipients by name and include information or special offers matching their preferences or purchase history, such as a new location in their community. Personalized direct mail shows customers you understand them and increases engagement.
Use Personalized URLs (PURLs)
Including a unique web link for each recipient makes the experience feel personal and gives you a clear way to track engagement.
Leverage Variable Data Printing (VDP)
VDP lets you swap in names, images or offers for different recipients within the same print run. It’s personalization at scale.
7. Don’t Forget About Omnichannel Marketing
Direct mail works best when it’s part of an omnichannel strategy, which ensures a seamless, cohesive experience across all platforms, including web, e-mail, brick and mortar and social media. Companies with strong omni-channel strategies retain 89% of their customers, while those with weaker strategies keep just 33%.
Incorporate QR Codes
A simple scan can take someone straight from print to digital, bridging the gap between mail and online engagement instantly.
Tie In Social Media
Encourage recipients to share a code, join a contest or follow your page, turning direct mail into the first step of a bigger conversation.
8. Test & Optimize
- Make sure ALL points of contact listed on your direct mail piece—including phone numbers, websites and/or QR codes—link to your campaign in some way. Otherwise, you can’t distinguish between general and campaign-related inquiries or visits.
- Use analytics tools to track website visits, online purchases or phone inquiries generated by your campaign.
- Analyze the data and identify areas of improvement.
- Mail an item to yourself to see firsthand how it looks after completing the mailing cycle.
- Always consider testing design or messaging.
A/B Test Your Mail Pieces
Try sending two variations with small changes—like a different headline or offer—and see which one performs better.
Track Engagement Across Channels
Don’t just count responses to the mail piece itself. Watch how it impacts online traffic, phone calls and even in-store visits.
9. Measure Direct Mail Campaign Success & ROI
Most businesses use ROI to track and measure a campaign’s performance. ROI compares the money you spend to print, produce and mail a direct mail campaign with the sales or donations it generates. The data provides direction for future marketing strategies and enables you to pinpoint problems.
Look Beyond Sales
ROI isn’t only about revenue. Strong brand awareness or higher customer loyalty can be just as valuable, even if they’re harder to measure right away.
Use Unique Tracking Tools
Custom phone numbers, discount codes or campaign-specific URLs help you see exactly what business your mail is driving.
Direct Mail Best Practices: FAQ
What makes a direct mail campaign successful?
Direct mail success comes down to having a clear goal, knowing your audience and sending something that feels worth their time. Strong design, a clear call-to-action, personalization and testing and optimization all help your mail stand out and drive measurable results.
What are some direct mail design best practices?
Keep designs simple, eye-catching and easy to read. Use high-quality images and colors that reflect your brand and consider unique formats or finishes that capture attention right away.
Is direct mail still effective?
Definitely! People still like getting something tangible in their hands, especially when it feels personal. In fact, direct mail often gets higher response rates than digital ads, and it becomes even more powerful when it’s combined with digital marketing.
How often should you send direct mail?
There’s no magic number. Some businesses mail monthly, others a few times a year. What matters is consistency and timing. Send direct mail when you have something valuable or relevant to share, not just for the sake of mailing.
How does personalization improve results?
Using someone’s name, referencing their past purchases or tailoring an offer to their interests shows you understand them. That personal touch makes people more likely to pay attention—and respond.
What’s the best format for direct mail?
It depends on your message. Postcards are quick and affordable, letters feel more personal, brochures give you space to tell a story and custom boxes really stand out. The key is choosing what fits your goal and budget.
How do you measure direct mail ROI?
Most businesses track results through things like personalized URLs, QR codes or unique phone numbers. The idea is to compare what you spent on printing and postage with the sales or donations your campaign generated.
Should direct mail be used with digital marketing?
Yes! Your mail works even harder when it’s part of a bigger strategy. Pairing print with email, social media or online ads keeps your brand top of mind and makes your campaigns more effective.
Create High-Impact Direct Mail with United GMG
United GMG offers everything you need to design and implement a personalized, results-oriented direct mail campaign. We offer targeted mailing lists and creative solutions for any size budget, including many custom options. Ask about our new marketing platform, Omni-Bridge 2.0®, that seamlessly links print and digital campaign elements for improving response rates by up to 46%!
To get started with our direct mail services or to learn more, contact your United GMG sales rep or call 312-427-3537.
