How to do direct mail advertising

Direct mail advertising is a type of advertising that involves sending targeted, personalized messages to potential customers through physical mail. Here's a step-by-step guide on how to do direct mail advertising:

  1. Define your target audience: Identify the demographics, interests, and behaviors of your ideal customer. This will help you create a targeted mailing list.
  2. Create a mailing list: Purchase or rent a mailing list from a reputable list broker or compile your own list from customer data, website sign-ups, or in-store promotions.
  3. Design your mailpiece: Create a visually appealing mailpiece that includes:
    • A clear and concise headline that grabs attention
    • A compelling offer or message that resonates with your target audience
    • A call-to-action (CTA) that encourages response
    • Your company's logo and contact information
  4. Choose the right mailpiece: Select the type of mailpiece that best suits your message and budget:
    • Postcard: A cost-effective option for simple messages
    • Letter: A more personal and detailed option for longer messages
    • Self-mailer: A fold-out mailpiece that can include multiple pages
    • Envelope: A more formal option for formal communications
  5. Print and mail: Print your mailpieces and mail them to your target audience using a reputable mail service provider.
  6. Track and measure: Use tracking numbers and codes to measure the response rate, conversion rate, and return on investment (ROI) of your direct mail campaign.
  7. Follow up: Follow up with non-responders and encourage them to take action.

Additional tips:

  1. Personalize: Use personalization techniques such as addressing the mailpiece to the recipient by name, or using their interests to tailor the message.
  2. Segment: Segment your mailing list to target specific groups or demographics.
  3. Timing: Send mailpieces at the right time to maximize response, such as during peak shopping seasons or holidays.
  4. Frequency: Send multiple mailpieces to maintain top-of-mind awareness and encourage repeat business.
  5. Integrate: Integrate direct mail with other marketing channels, such as email or social media, to create a multi-channel marketing campaign.
  6. Optimize: Continuously optimize your direct mail campaign by testing different mailpieces, offers, and targeting strategies to improve response rates and ROI.

Common direct mail formats:

  1. Postcard: A single-sided mailpiece with a message and CTA.
  2. Letter: A multi-page mailpiece with a more detailed message and CTA.
  3. Self-mailer: A fold-out mailpiece with multiple pages and a CTA.
  4. Envelope: A formal mailpiece with a letter or document enclosed.
  5. Package: A mailpiece that includes a physical product or sample.

Common direct mail formats for specific industries:

  1. Real estate: Property listings, open house invitations, and neighborhood updates.
  2. Retail: Sales promotions, product catalogs, and loyalty programs.
  3. Financial services: Investment opportunities, insurance offers, and credit card promotions.
  4. Non-profit: Fundraising appeals, event invitations, and membership drives.
  5. Healthcare: Medical information, appointment reminders, and wellness programs.

Remember to always follow the guidelines and regulations set by the United States Postal Service (USPS) and the Federal Trade Commission (FTC) when conducting direct mail advertising.