Postal Marketing or Direct Mail

1. You’ll need a great sales letter

A great sales letter is the heart of your direct mail campaign.

Start with a compelling headline that grabs attention and encourages the reader to continue. Your letter should be clear, concise and focused on the benefits of your product or service. Highlight how your offering solves a problem or meets a need for the recipient. Make sure to include a strong call to action, showing your recipient what to do next, whether it’s visiting your website, calling for more information or redeeming a special offer. Personal touches, like using the recipient’s name and addressing their specific needs, can make your letter more engaging and effective. Additionally, consider adding testimonials or case studies to build credibility and trust. Remember, your goal is to create a connection and motivate the reader to take action.

Use our free letter writing tool to guide you through writing your letter step by step.

2. Consider your goals

Before sending out your direct mail, take a moment to define your goals. Are you aiming to generate leads, drive sales or increase brand awareness?

Knowing your objectives will help you tailor your message and measure the success of your campaign. Set specific, achievable targets, so you can track your progress and make adjustments as needed. Clear goals provide direction and purpose to your marketing efforts. For example, if your goal is to drive sales, you might measure the success of your campaign by the number of coupon redemptions or online sales generated. If you aim to increase brand awareness, you might look at metrics such as website visits or social media engagement following the mail drop. Having these goals in place helps you stay focused and evaluate the effectiveness of your campaign accurately.

3. Decide the mailing pack you’ll send

Your mailing pack is more than just a letter; it’s an experience for the recipient.

Decide what elements you want to include: a brochure or flyer, a product sample, a discount voucher or a personalised note. Each component should work together to reinforce your message and encourage a response. Think about the size, shape and weight of your mailing pack as well, since these factors can affect both the impact on the recipient and the cost of postage. A well-thought-out mailing pack can create a memorable experience and increase the likelihood of a positive response. For instance, including a small sample of your product can give recipients a tangible feel of what you’re offering, increasing the likelihood that they’ll make a purchase. Additionally, ensure that your pack is easy to open and visually appealing, to make a good first impression.

4. Design and Personalisation Tips

Making your mail stand out is crucial for catching the recipient’s eye and prompting them to open it.

We use high-quality paper and professional printing to give your mail a polished look. Incorporate your brand’s colours and logo, to maintain consistency with your other marketing materials. Personalisation can also be key — include the recipient’s name, if you can, and tailor the content to their interests and needs. Interactive elements, like QR codes or augmented-reality features, can also add a unique touch and engage the recipient further. Consider the layout and design of your mail, to ensure it’s visually appealing and easy to read. Highlight key points with bullet points or bold text to make important information stand out. Additionally, consider our printed stamp option, and use images or graphics to complement your message and make the mail more engaging. A well-designed and personalised mail piece not only captures attention, but also fosters a stronger connection with your audience.

5. Optimising Postal Costs

Optimising your postal costs is essential for making your campaign cost-effective.

Speak to your Account Manager to learn about the different postal marketing solutions on offer at Selectabase. The best option can depend on whether your mailing is Business Mail or Advertising Mail, and on the quantity you’re sending. Consider our bulk mailing options if you’re sending a large number of items, as this can significantly reduce costs. Additionally, consider the size and weight of your mail — lighter and standard-sized items usually cost less to send. By planning carefully, you can save on postage without compromising the quality of your campaign. Another way to optimise costs is by booking regular or large-volume mailings in advance. Using our pre-sort services can also reduce costs, as can taking advantage of any special postal discounts or promotions available. Effective cost management helps you maximise your budget and achieve better returns on your direct mail campaigns.

By focusing on these aspects of postal marketing, you can create compelling, cost-effective direct mail campaigns that achieve your goals and engage your audience effectively.

Speak to a dedicated Account Manager about your next campaign.