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ABCs of Direct MailTips for More Effective Marketing Publications

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IntroductionDirect mail is a growing business and everyone is eager and excited to jump on board. The problem is that there is so much direct mail out there, how do you make yours effective? What makes one piece of direct mail far outsell another? This is where this guide comes in. Documation has thoroughly researched the topic over years of successful direct mail campaigns, and now we offer our findings to you. This guide includes some of our most valuable and beneficial tips. We hope that you learn a few things and that it helps you to create successful direct mail publications.

Direct Mail by the NumbersIn the digital age, many wonder if direct mail is taking a dive in preference of other marketing mediums. The truth is, direct mail is flourishing. According to a United States post office study:

• 98% of consumers bring in their mail the day it’s delivered

• 77% sort through the mail immediately

• Recipients spend a average of thirty minutes reading their mail.

• 67% feel mail is more personal than the Internet

• 64% order from mail received within the last month

• 48% read mail to relax, 42% look at mail for financial savings, 38% use mail to stay informed

• The use of direct mail along with other mediums (such as email and social media) has shown to increase sales by 30% over a single media campaign.

ABCs of Direct Mail 2


Step A: Your Marketing PlanEvery good direct mail piece should start with a firm marketing plan or strategy. Your plan should establish:

1. Your marketing objectives 2. Your target audience3. Your company’s identity4. Your product/services5. Your competition6. Your company sales model7. Your goals8. Your Call-to-Action item

The plan must be in place before a campaign can be successfully developed. For an online guide to help plan your marketing campaigns, visit www.documation.com/DMA/questionnaire and click on the DMAutomation link.

Step B: Call-to-ActionDirect mail should always carry a valuable offer, called a Call-to-Action. This item is used to gain the viewers’ attention and encourage them to look at your product/services. It helps to make your company a recognizable brand and increase chances of sales in the future.

Some of the best Call-to-Actions:

1. Include a very clear and simple offer. Determine the best way to phrase it so it is short and eye catching.

2. Include a sense of urgency. Using an expiration date or a limited time offer creates a sense of urgency, which leads to a feeling of value.

3. Answer the questions, “how much”, “how long”, and “how many.” For instance, how long will the short survey take, how much will we save, how long is the free trial, etc.



4. Eliminate as many restrictions as possible. When there is excessive fine print, the offer may get thrown out due to confusion or just lost interest. Simplicity is best.

5. Keep in mind that the goal is to offer value that cannot be passed by. Take a look at the offer from the recipients point of view and see if you would be interested.

Step C: Identify Your AudienceProbably the most important part of any campaign is selecting the correct people to send the information to. It has been shown that over 40% of your success depends entirely on the correct list! Three important steps for selecting the right list include:

1. Determine what type of list you will use. Businesses can choose to buy a list or create it themselves. While one is more time consuming, the other is more expensive. Look at your business and see if your existing list is who you would like to target or if you are looking for new, fresh contacts.

2. Identify the ideal prospective clients. Sort your list to target your most likely future customers. In the long run, this will save you time and money.

3. If you’re going to buy a list, decide what kind of list is the right list. There are essentially four kinds of mail lists. Choose the one that works best for you.

• Response List: These include people who have responded to offers similar to yours, thus showing an interest in your market. They are more likely to be interested in what you have to offer.

• Targeted Demographic List: This list is made up of a target group of individuals based on specific criteria that you provide.



• Opt-In List: This list is usually the most expensive, but it consists of people who actively want to receive direct mail. They are usually the most receptive to offers.

• Segmented List: The segmented list is like a targeted list, but is much more detailed. The list can be created on items such as spending habits, vacation patterns, etc.

Step D: Decide on a FormatThere are many different direct mail formats and each is very effective. The goal is to choose the format best suited to your specific audience. Some examples are:

• Postcard—Best used if you can communicate your message in a short and simple way. They are a great choice because there is nothing to open, as they are essentially pre-opened.

• Self-mailer—Similar to a postcard, self-mailers offer a bit more room for content than a postcard. Their message can be clearly displayed on the outside flaps, while offering more information inside.

• Flyer—Flyers are a great way to introduce yourself to recipients who may not know who you are. They offer room for additional text and are a great way to send a general message or announcement.

• Letter—When you want to add an extra personal touch to your campaign, consider sending a letter. The letter is a great lead into other enclosures you may want to send. Don’t neglect the envelope, as this is what the recipient will see first. Consider using artwork on the envelope or a specialty envelope (such as IntelliNOTES—www.documation.com). These offer a unique touch that performs better than regular envelope options.

• Catalog—If you have a large amount of content to sell, consider a catalog format.



• Package—For more high-end buyers the inclusion of a free gift, no matter how small, will help to ensure your message is seen.

Step E: CopyCopy is the text you will place on the direct mail piece. This includes everything from headlines and offers to the fine print. Keep the following in mind when writing your copy:

1. Create a headline; something that will grab attention. This headline should be short and front and center. Most of the time it will relate to your Call-to-Action.

2. Keep the copy clean, short, and to the point. The copy is your way of talking to the client, so make sure it says something you would actually say to them in person.

3. Always remember to sell with benefits and not features. Answer the questions “What value will your company/product bring to them? Why should they care?”

4. Use short words in your copy. This makes it easier to scan the text, while longer words can make the copy more difficult to read and may result in loss of interest.

5. Add personalization/variable data fields. This helps to create a personal bond and make the client feel special. It also is a great way to draw the recipients’ focus onto your publication.

6. Keep in mind that it is the role of the copy to stimulate the readers’ curiosity as well as motivate them into acting. Re-read what you write and see how you would react as a consumer.



Step F: Design and LayoutWhen your target audience receives your offer, they take three seconds to decide if they are going to read it or not. It is the job of the design to grab and hold the attention of the viewer. Effective designs are more than pretty, they are effective. Below are some general design and layout tips:

1. Your headline/Call-to-Action needs to be the first thing that the recipient sees. It is a very fast way of telling the reader why they should keep this publication rather than throwing it away.

2. Don’t make your Call-to-Action confusing. Only ask the recipient to do one thing. If you want them to go to your microsite, do not also ask them to call or email you. They will not know which is correct and do nothing. Clarity is key.

3. Use a balance of color, images and white space. Cluttered and busy publications have a tendency to get thrown away before the message is received.

4. Draw attention to the value by using visual cues. Images of people looking or pointing at your value item has been shown to increase its attention.

5. Fonts are important! Don’t use fancy or hard to read scripts. Keep your fonts simple and clean. Don’t use font sizes less than 12 point if possible.

6. Brand your piece. Include your company information, but don’t let it interfere with the other key elements of your design.

7. Make it unique. So many mailings are sent out that you need to make yours stand out. Use a unique angle or design to catch attention. Also, use attention-getting colors (such as red).



Step G: PrintingOnce the offer, copy and design are set, you are faced with another important decision—who to trust as your direct mail printer. Below are some things to keep in mind when choosing a printer:

1. First, and most important, is to choose a company that has experience. Make sure that company has been in the business for many years and has experience in your kind of project.

2. Choose a printer with a wide range of printing options. These should include everything from offset presses to high-speed digital presses. They should have a large number of on hand “house” stocks for you to choose from.

3. A reputable printer will provide a proof of your publication before they print it. This step is critical and will reduce the chances of error.

4. Do they have complete bindery capabilities? Can they cut, fold, score, round corner, etc? You don’t want to choose someone who will outsource your work and increase your price.

5. Have a high standard for quality. What good is a brochure if it is folded sloppily? What good is a postcard if the text is getting cut off? Don’t be afraid to ask for samples and testimonials from other similar clients.

6. Fast turnaround times are key for direct mail. Are you going to have to wait a month to get your time-sensitive mailing out? How long will it take from submission of artwork to mail date? An average turnaround time for direct mail should be 3-4 days after proof approval.

7. Your printer should have in-house mailing options. Outsourcing the mailing will increase the cost and delivery time. A quality printer will have a mailing department that is up-to-date on all the new mail regulations.



Step H: Follow-upFinally, it is important to have some sort of follow-up on your campaign. This can be a report, count of coupons, leads and sales. For more complex campaigns, you can even use online tools (such as DMA) to track the campaign every step of the way. This information can then be used to start planning your new campaign.

About DocumationDocumation’s goal is to provide our customers superior quality products and printing services with exceptional customer service. Documation offers tailored solutions to manage, create, produce, and distribute printed products and/or digital media products nationwide.

With state-of-the art technology, we take pride in continuing to be a leader in the printing industry through creative innovative products and tools. When choosing a print or digital media company, call us today and discover the industry’s leading products and printing services we offer!



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