Direct mail checklist – from planning to production and beyond

The more carefully you plan your direct mail campaign, the more chance it will have of achieving its goals. To help you get more from your next mail out, we’ve put together a checklist to help you stay on course from the start to the end of your campaign.

Decide on an objective

Every direct mail campaign should have at least one mail objective. Identifying this objective early on will help you to design your mail out and find the right mailing list for the campaign. Sit down with other members of the marketing team and decide exactly what you want to get from your mail out.

Try to make your message as clear and as concise as possible. The more targeted your campaign is, the more likely it will be to produce results. Think about including special offers in the mail out to help encourage recipients to take action. As well as helping to boost your results, this should also make the impact of your campaign easier to assess.

Assemble a mailing list

As Marketing Donut says, “Direct marketing is a targeted marketing option that lets small businesses make the most of limited resources. But a clear message and a quality mailing list is essential to get the best results.

As your mailing list determines who receives your mail out, investing in a good quality list is essential. If you’re not sending the mail out to the right people, it’s unlikely that your campaign will achieve its potential.

Talk to a trusted printer

Your printer will play an integral part in your direct mail campaign. As well as being able to advise you on the costs involved, they’ll be able to offer their expert opinion on how best to design and produce your mail out in order to get the most from your campaign. Ideally, you should talk to your printer before you begin putting the mail out together. This will ensure your design is cost effective, practical, and high impact.

Design your mail out

Once you have a clear objective for your campaign and a good idea of how many recipients you’ll be sending it to, you should be in a position to begin the design process. Always use a professional designer wherever possible. This will help to ensure your mail out reflects your company identity and your campaign message.

Print and send your mail out

The quality of the print materials you use will have a big impact on the look and feel of your mail out. Talk to your printer about costing the various options available to you to find the solution that’s right for your campaign. Some printers are able to send mail outs as well as print the marketing materials. This can save you time and money so talk to your printer about the services they offer.

Assess your results

Your work doesn’t end once the mail out has been sent. If you want to get more value from your campaign, you need to assess its results, calculate your ROI and think about how you can make improvements in the future.

Learn more about running a direct mail campaign by exploring our site, or by speaking to one of the expert members of our printing team today.