Give Me 5. Tips for a Successful Direct Mail Campaign


In today’s go-go digital world, you might be surprised how powerful a physical direct mailing can be and the impact it could have on your business. Nothing beats the impression a well-crafted piece in your customers’ hand can have. Try these five tips for creating a successful direct mail campaign and move your business forward!

Staples' Stacy Gilmore covers:

  • Determining your objective.
  • Identifying your target audience.
  • Developing a compelling offer.
  • Creating concise messaging.
  • Choosing the right format.

Video Transcription

Direct mail is a great way to move your business forward. Here are 5 tips for a successful direct mail campaign. Determine your objective. Are you looking to generate new leads? Acquire new customers? Whatever it is, pick one objective. Expecting your direct mail to meet multiple objectives will result in poor performance. Identify your target audience. 40% of a mailing's effectiveness is driven by the list, so it's critical to understand your intended customers. Once identified, select an appropriate mailing list.

Develop a compelling offer. A successful offer is relevant to your target list, easy to understand, and feels exclusive. It could be in the form of a discount on a product or service, a free gift, or an intangible benefit like saving time. Include a concise, easy to read message. Your message should focus on benefits to the potential customer, not product or service features. Make sure to get right to the point, or you risk losing the reader. Determine the right format. You want your mailing to stand out in the clutter. Choose the best format for your budget, whether it be a post card, letter, or sample of your product. And remember, you're a consumer. What catches your eye in the mail?