Direct Mail Checklist

Are you starting your first direct mail campaign? Knowing what you are walking into for your first consultation is always important. To help you get started, we’ve compiled a comprehensive list of questions to consider when planning your campaign.

Define your strategy

Marketing goal: What do you aim to achieve with your direct mail campaign?
Marketing Budget: How much are you willing to invest in your campaign? The average spending for most will range from $500-$2,000.
Timing of mailing: When is the best time to send out your mailers? This could be in the summer, spring, winter, or all year round. This really depends on your industry and when your business hits a busy season.

Target Audience: Who is your ideal customer?

Knowing who your customers are will help you tailor your message, design, and offer to resonate with them effectively.

Saturated mailing (EDDM): Saturated mailing, also known as “Every Door Direct Mail”, involves sending your mailers to every household within a specific geographical area. This approach is ideal when you want to reach a broad audience in a particular location, such as a neighborhood or zip code. Saturated mailing is often used by local businesses, such as restaurants, retail stores, or service providers, looking to generate brand awareness and attract new customers in their vicinity.
Targeted mailing involves sending your mailers to a specific group of individuals who meet certain criteria, such as demographics, interests, or purchasing behavior. This approach requires a well-defined mailing list that aligns with your ideal customer profile. Targeted mailing is more focused and personalized, allowing you to craft a message that resonates with your intended audience.

Mailing Setup

Certain types of pieces may be more effective than others. If you are reaching a younger audience, they prefer something that will be more “short and sweet” versus others who may want more information. Finding a print company that specializes in multiple products will maximize your campaign in the long run:

Envelopes
Brochures
Postcards
Boxes
Flyers
Mailers
Special Projects

Mailing Design

Regardless of who designs your mailer, there are a few important aspects to an effective piece:

Offer: Craft an irresistible offer that compels recipients to take action. Keep it simple and straightforward.
Headline: Use your headline to showcase your offer, address a customer pain point, or create a memorable connection, such as a clever joke.
Call to action: Make it clear and easy for recipients to claim your offer. Provide specific instructions on what they should do next, whether it’s calling, sending an email, visiting a website, scanning a QR code, or bringing the postcard in person.
Photos: Incorporate stunning visuals to make your postcard more engaging and encourage recipients to read the text.
Branding: Ensure your postcard is instantly recognizable by including your logo and using your brand colors.

Example of great design from Blingle

Printing and Mailing

Partner with a reliable provider like Kessler Creative to handle all your direct mail marketing needs, from printing to design and mailing.

Don’t let the challenges of your first direct mail campaign overwhelm you. With the right planning and execution, you can effectively reach your target audience and achieve your marketing goals. Start by answering the questions in this checklist, and you’ll be ready to take on your first direct mail campaign with confidence.