Direct mail works and done well, can be extremely profitable. So, if you’re not using direct mail to find new customers, or to maximise potential from existing customers, you could be losing enquiries, sales and profit.

There are 5 essential elements to a direct mail campaign. Each is important, but some are more important than others.

In order of importance the 5 elements are:

• The list of contact data
• The offer of the product or service
• The timing of the mailing
• The creative design and content of the mailing
• The method of responding to the mailing

1. The Data List – factor of 6.0

Make sure you find a reliable source for your data. The best source is a list you have carefully complied yourself. However, to use direct mail regularly you are likely to need to buy in lists. This will require you to be as specific as possible about the people or businesses you want to target with your mailing. Ideally they should be as similar as possible to your existing best customers. If you have enough budget do a list test. Personalisation is essential to success, so avoid sending letters addressed to “The Managing Director” or “The Owner”.

2. The Offer – factor of 3.0

The offer you make is a combination of what product or service you are selling, what particular features and benefits you are highlighting and whether you have a time sensitive special offer you want to make. Time spent thinking about this area will pay dividends. Most of all, make sure you have identified that people you write to want what you offer. This may mean that you need to segment your data list and make different offers to different groups in your list.

3. Timing – factor of 2.0

You need to get the timing right and there can be many elements that can effect timing. Examples might include, the lead in time before a time sensitive offer expires, the time of the year for a seasonal offering, public holidays or the end of the tax year. Also, remember that it will take time for you to be able to measure the response for your direct mail, especially if people respond using mailed . The impact of timing can be significant yet few people spend time thinking about this.

4. Creative design and content – factor of 1.35

This is an area where testing and evolving your message is critical. There are many areas of the design and content you can test, for example, long v short, insert or no insert, franked or using stamps, colour v mono. Whatever you test a simple series of A / B tests will help you improve your message. If your new to direct mail start with a simple, but well written letter – and if that’s not your strength get someone to help you. Spelling mistakes or awful grammar can spell the death of your mailing campaign.

5.  Selecting the response method – factor of 1.2

You need to make it as easy as possible for people to reply to you direct mail. Ideally you should offer 2 to 3 alternative ways people can respond, including an immediate response method such a telephone number. Response methods can include a responder in a reply paid envelope, a fax number to send the responder to, a telephone number (NOT a mobile or a high cost number like 0870), email address, or a website address pointing them to a contact form. Don’t get too carried away or you might inadvertently make responding seem complicated!

And finally test, test and test. Testing is the only sure way you will know what is working best with your target audience. It will make your direct mail more successful and stop you wasting money.

• Integrate direct mail marketing into your marketing plan
• Review and report on any existing direct mail marketing strategy 
• Source direct mail marketing data
• Write or edit the content of your direct mail letters / cards and responders etc.
• Source a designer to design your direct mail
• Source a mailing house to print and send your direct mail campaigns
• Review and report on the results of your direct mail marketing campaigns