In today’s world, where we’re always online, getting emails, scrolling through social media, and seeing ads everywhere on the internet, there’s one old-school way of getting customers that’s still really good: sending stuff through the mail. Imagine you get a bright, colourful postcard with a message just for you in your actual mailbox. It stands out and makes you pay attention, which is hard to do when everything’s online. Sending mail to people is not just some old tactic we used to use; it’s changing and getting better all the time. It’s a way to connect with people that feels more real than an email ever could. In this guide, we’re going to show you how to turn a simple letter into something powerful and how to make your mail so special that people actually want to look at it.

This article is perfect for you if you run a small shop or if you’re a marketer looking for new ideas. We’re about to take you on a fun trip into the world of sending mail that’s creative and precise, mixing cool ideas with smart data use. We’ll go into how to pick the right people to send your mail to, how to write stuff that grabs their attention, and how to make your mail look so good that people can’t forget it. You’ll learn how to make each piece of mail feel personal, how to get people to take action, and how to keep track of how well your mail is working.

So if you’re ready to shake things up with how you advertise and take a deep dive into the exciting world of direct mail, let’s go! This guide is like your secret to doing great with mail, making every letter count, and turning every mailbox into a stage where your business can really shine.

Target Audience Selection

Choosing the right people to send your mail to is super important if you want your direct mail to work well. You need to really focus on picking out the folks who would be into what you’re selling. This part is a big deal because it affects how well your mail does and how much bang you get for your buck. We’re going to talk about how to nail picking your audience, and why it’s a game-changer for sending mail that sells.

First things first, you’ve got to get who your dream customer is. This is like drawing a picture of the kind of person who would totally love what you’re offering. You’ll think about stuff like their age, whether they’re a guy or girl, how much cash they have, and where they live. Then you’ll dive into their lifestyle, what they care about, what they’re into, and how they act, like if they’ve bought from you before or how they talk to you. Knowing all this helps you spot the people who would really get something out of what you’re selling.

Once you’ve got this dream customer in your head, you’ll break down your bigger audience into smaller groups that are easier to manage. This means you’ll sort out people based on what they have in common. This way, you can make messages that really hit home for each little group. You can split them up by stuff like where they live, what their job is, how they shop, or how they’ve interacted with you before.

In our world full of tech, using data is key to figuring out who should get your mail. Doing some good digging—like looking at what they buy, how they use your website, and what they do on social media—can show you more about who might buy from you. You can even use other people’s data to get the scoop on what customers like and do.

Remember, finding the right audience isn’t a one-time thing; it’s something you’ll keep getting better at. Try out different things and send some test mails to see what works best. Always keep an eye on what your customers like and how things change so you can adjust.

One of the best things about getting your audience right is that you can make your mail really personal. It’s not just about saying “Hey [their name],” it’s about making the whole mail feel like it’s just for them. People are more likely to pay attention and do what you’re hoping they’ll do when the mail feels personal.

While you’re doing all this, you’ve got to play by the rules. There are laws about privacy that tell you what you can and can’t do with people’s info. Make sure you’re allowed to use the data and that you’re not breaking any laws. This keeps you out of trouble and keeps your good name.

Lastly, you’ve got to know if what you’re doing is working. Set some goals like how many people respond or how many actually buy something because of your mail. Keep track of everything so you can see which groups of people are really getting into it. What you learn will help you make even better choices in the future and get the most out of the money you spend on your mail campaigns.

Creative Design

Having a really good design is super important if you want your mail to get noticed and remembered. Think about it like this: when we’re scrolling through our phones or computers, we see tons of ads and information. But if you get a piece of mail that looks amazing and stands out, you’re going to pay attention to it.

Why is design so important? Well, it’s the first thing people see when they get your mail. A great design can get someone excited and curious right away. If it looks boring or plain, chances are, they won’t even bother with it.

Design isn’t just about looking good; it’s about showing off who you are as a brand. If all your stuff looks the same and feels like your brand, people will start to recognize and trust you more. If your mail looks like it really fits with what your brand is all about, people will take your brand seriously.

A smart design also helps make your message clear. It guides the reader, so they can easily understand what you’re telling them. Using the right colours, types of letters (fonts), pictures, and layout can make everything flow and feel connected, which makes people more likely to do what you’re asking them to do.

Let’s talk about what goes into a standout design:

• Colours: They’re really powerful. The right colours can grab attention, set the mood, and make your brand look solid.
• Fonts: Picking the right fonts is more than just finding something that looks nice. You need to make sure people can read it and that it fits your brand. Playing around with size and style can also highlight the important bits.
• Images: People relate to pictures, so you need to use ones that tell your story and hit the right emotions for what you’re trying to say.
• Layout: This is all about how you arrange everything on the page. You want to make it easy for people’s eyes to move from one part to another without getting lost or overwhelmed. Space things out and make sure everything lines up so people can focus on what’s important.

Your design should match all the other stuff you put out there, like your website and your posts on social media. This helps your brand look professional and genuine.

At the end of the day, design for mail is more than just making it look pretty. It’s about telling a story and getting people to act. Good design uses the power of visuals to make an impact, so people remember and react to your mail. Putting money into a good design means your mail won’t just get a quick look—it’ll make a real mark and help your campaign succeed.

Compelling Content

Writing really good stuff is what makes a mail campaign work. It’s like the heart of the whole thing because what you say in your mail is how you talk to people and get them to do something. We’re going to look at why writing stuff that grabs people’s attention is so key to nailing your campaign goals.

Good writing in your mail does a bunch of important things. It’s how you make a connection with the people reading it. You tell them about your brand, what you stand for, and what makes you different from everyone else. If you get this right, people start to feel like they know you, and that makes them more likely to listen to what you have to say.

Your words are what get your message across. They answer questions, show you understand what the reader needs, and explain how what you’re selling can help. If your message hits home with people, they’re more likely to actually do something, like buy your stuff, check out your website, or follow up on your call to action.

We’re all bombarded with tons of info every day, so your mail has to do more than just get noticed—it has to keep the reader hooked. You want to light a spark of interest that makes them want to read more. Once you’ve got their attention, you guide them through your message until they reach the point where you tell them what to do next.

It’s not just about giving out information, though. Your words should get people excited and interested. You want to tap into what they’re looking for, tell a good story, and appeal to their emotions so they really see the benefit of what you’re offering. Your goal is for people to not just understand what you’re selling but to actually want it.

The stuff you write also shows you know what you’re talking about. When you share useful information, it proves you’re an expert in your field. People trust experts, so they’re more likely to believe in what you’re selling.

In the end, what you really want is for people to take action—buy something, visit your site, fill out a survey, or get in touch with your company. The way you write should make a strong case for why they should do this. Your call to action is the final push that gets them moving.

Personalization

Making your mail campaign feel like it’s just for the person reading it is a game-changer. It’s about more than just throwing their name on the envelope; it’s about making the message inside feel like it was made for them. This makes people feel special and more likely to respond to what you’re sending them.

When you really target what you send to match what each person likes or has done before, they’re more likely to pay attention because it feels like it fits them perfectly. They’ll see you’re not just sending the same old thing to everyone but that you’re really thinking about what they want.

Using personal touches does more than grab someone’s attention; it makes them feel a connection. It’s not just about knowing their name, but showing you get who they are and what they care about. This can make them feel closer to your brand and more likely to stick with you.

People want to read stuff that seems like it’s talking right to them. When they see something like that in their mail, it makes them curious and they want to check out what you’re offering. This means they’re more into the message you’re sending and more likely to do something about it.

You want people to take action—buy something, check out your site, join your mailing list—and personalized mail is really good at getting that to happen. When people feel like you’re really talking to them, they’re more likely to take the next step.

When you show that you really understand what your customers are all about, they’re more likely to trust your brand and keep coming back. They’ll see you as a company that really cares and doesn’t just see them as a number.

Plus, when you get personalization right, it actually saves you money because it works better. You’ll see more people responding and buying, which means you’re getting more bang for your buck.

So, how do you get personal? Start with using their name, sure, but also group your customers by what they like or what they’ve bought before. Mix up your content so it changes depending on who’s reading it. Offer deals that are just for them, use pictures they can relate to, and write messages that hit on their specific needs or problems.

Printing and Production

When you’re preparing direct mail, the way you print and put it all together is important for making your flyers and letters look good and work well. Let’s break down what goes into making a great mail piece that people will notice and want to read.

First, you pick the right paper. It’s not just about looks; it’s about feeling too. Think about:

• How heavy or thick the paper is). Thick paper feels fancy but costs more, while thin paper is cheaper and might be good enough for sending out loads of stuff.
• What the paper looks like. Shiny paper makes colours pop, but a flat or matte finish looks classy and is easier to read.
• The colour of the paper itself. White is usual, but using a different colour could make your mail stand out.
• How the paper feels. You could go for smooth, or something you can feel like linen, or even raised bumps (embossed).

If you want to show you care about the planet, you might choose recycled paper.

Next, consider the printing methods. There’s a few:

• Offset Printing: Great for making lots of high-quality stuff. It’s the go-to for big jobs.
• Digital Printing: Good for smaller jobs or when you need things fast. Plus, you can easily change up the words or images for different people without slowing things down.
• Letterpress Printing: This one’s fancy, pressing the design into the paper. It’s not for every project but can give a cool, old-school vibe.
• Special stuff like Embossing (raised designs) and Debossing (pressed-in designs), and UV Coating (a shiny layer that makes things look great and last longer).

To really knock people’s socks off, you can add special touches:

• Die-Cutting: This cuts your mail into fun shapes or makes little windows.
• Foil Stamping: It’s like adding shiny metal to your design for a fancy look.
• Varnishes and Laminates: These protect your mail and can add different looks or feels.
• Perforations and Folds: Make your mail interactive with tearable parts or cool fold-outs.
• Spot UV: Makes certain parts super shiny compared to the rest.
• Scents and textures: These can make your mail feel and smell a certain way, which is pretty neat and memorable.

When you’re putting together your direct mail, all these choices can help make your stuff more interesting and get people to pay attention to what you’re sending them.

Data Management

Keeping your mailing lists accurate and up-to-date is important if you want your direct mail like flyers and promotional letters to hit the mark. Here’s why getting your data right is a big deal for direct mail:

• It helps you hit the bullseye: When your mailing list is spot-on, you send stuff to the right people. This means choosing folks based on their age, where they live, or what they’ve bought before. Getting this right means people are more likely to be into what you’re sending them.
• It stops you from wasting stuff: If your list is full of old addresses or people who aren’t really interested, you’re basically throwing money away because you’re sending mail that nobody will read. Keeping your data clean means you won’t send mail to the wrong places or people.
• It saves you money: Bad data is like tossing cash into the trash. Sending things to the wrong folks costs you postage and printing for no reason. If you keep your data tight, you spend less and get more bang for your buck.
• It keeps your brand looking good: Nobody likes getting mail that’s not for them or stuff they don’t care about anymore. It’s annoying and can make people think less of your brand. Good data helps you come off respectful and personal, which looks way better for your brand.
• It keeps you out of trouble: Some places have strict rules about how you can use people’s info for marketing. If you’re not careful, you could end up in hot water. Good data management keeps you in line with the law.
• It makes your mail feel special: People love feeling special, like you’re talking just to them. When your data’s right, you can call people by their name and talk about stuff they like. This personal touch can make your mail way more effective.

In short, managing your data well is all about making sure your direct mail doesn’t end up in the bin. It’s about making sure the right people get the right message, which can make all the difference.

Call-to-Action (CTA)

A strong call to action (CTA) is the secret sauce of a good direct mail piece, like a flyer or a promo letter. It tells people exactly what you want them to do next, like buying something, checking out your website, or getting in touch with your company. Here’s why nailing your CTA is important:

• It’s like a signpost: A CTA points people in the right direction. Without it, they might just read your mail and not do anything. You want them to be clear about the next steps.
• It gets people moving: A top-notch CTA lights a fire under people. It makes them think, “I need to do this now!” so they don’t put it off and maybe forget about it.
• It grabs attention: A smart CTA can make your mail more than just something to read—it turns it into something to respond to, getting people to call you, visit your site, or reply back.
• It’s trackable: When you have a CTA, you can see how well your mail is working. You keep an eye on how many people do what you’re asking them to do, and that tells you if your mailer is a hit or a miss.
• It’s about getting results: The main aim is to turn the people who get your mail into customers or leads. A clear CTA is like a welcoming doorway that guides them to take that step.

Here’s how to make a killer CTA:

• Make it crystal clear: Use simple language so people know exactly what to do. Any confusion could lose you a potential action.
• Keep it relevant: Your CTA should fit with what your mail is about and what the person reading it cares about.
• Show the plus side: Tell people what’s in it for them. How will doing this thing make things better for them?
• Make it pop: Put your CTA where people can’t miss it, like the top of the page, and use eye-catching designs or colours to make sure it stands out.

Basically, a CTA is your “ask” – it’s what you’re asking people to do after they read your mail. Getting it right can mean the difference between your mail ending up in the recycling bin or turning into a sale.

Tracking and Measurement

Keeping track of how well your direct mail campaign is doing is important to figure out if it’s hitting the mark and making you the bucks you want. It’s like a report card that shows you the hits and misses, so you know what to do next time and can show it’s worth the money you’re putting in. There are a few cool ways to do this, like special codes, website links, and phone numbers just for the campaign.

a) Coupon Codes: These are simple: you give out a special code with your mail, and when someone uses it, you know your mail worked. If you’re fancy, you can try different codes with different offers to see which one your customers like best.

b) Unique URLs: Here, you make a special webpage just for the people who got your mail (like “www.yourshop.com/deal”). When they visit that page, you can use website tools to track how many showed up and what they did there—did they just look around, or did they actually buy something?

c) Dedicated Phone Numbers: If your mail is asking people to pick up the phone, then give them a special number to call that you don’t use for anything else. With call tracking software, you can see how many calls you got, how long people chatted, and whether those calls were good leads. Make sure your team knows to ask how callers found you, so you can connect the dots back to your campaign.

Some pro tips: Know your numbers before you start (like how many customers you usually get), watch how things go for a while after you send the mail, break down the info to see which groups of people are really digging your mail, hook up your tracking with your customer systems to keep it all neat, and finally, check if you made more money than you spent.

Basically, you want to make sure your direct mail isn’t just being chucked in the trash and that it’s getting people to act. This helps you make the next round of mail even better and proves that it’s a smart move for your business.

Final Thoughts

Even with everything going digital, sending stuff through the mail is still kicking and finding new ways to get noticed. We’ve walked through how to turn a regular piece of mail into something that can really grab people’s attention and get them to take action. Direct mail has a special kind of charm because it’s something you can touch and feel, and it doesn’t get lost as easily as another email might. It’s a quiet powerhouse in getting the word out for businesses.

So, what’s the big thing to remember? Direct mail isn’t just about the stuff you send—it’s all about the message and vibe you’re putting out there. It’s about making someone take a second look, getting them interested, and getting them to do something. You’ve got to pick the right people to send it to, come up with something cool to say, and make your mail look great. If you do it right, you can get some serious attention. Think about the businesses that really took off because they got their mail strategy to perfection.

When you’re putting your campaign together, from designing it to dropping it in the mailbox, and then tracking how well it does, remember: you’re playing a big game with lots of moving parts. Every letter you send is a chance to make an impact, and every mailbox is a stage where your brand can shine. Take all the tips and tricks from this guide and use them to make a splash with your next mail campaign. Embrace the old-school cool of physical mail in this digital world, and you might just see your efforts pay off big time.

Direct mail is like a fun game where being creative and smart with your strategy can lead to winning big. So go for it—put your brand’s heart into that envelope, slap on a stamp, and let direct mail lead you to your marketing goals.

If you’re ready to make a change with your company’s direct mailing strategies, contact our team at Kedden to discuss your ideas and how to create eye-catching designs and messages for your brand!