How to create an effective Direct Mail campaign

In a digital world, sales emails and direct LinkedIn messages are commonplace. However, direct mail is far from dead. Despite it being costlier than its digital counterparts, direct mail can often be a refreshing alternative if done correctly. So, let’s look at how to create an effective direct mail campaign from start to finish and more importantly, how to get results.

1. What is Direct Mail?

Direct mail is ‘unsolicited commercial literature sent to prospective customers through the post’. It can be a: 

• sales letter
• lumpy mail
• flyer or a brochure 

As with email campaigns and other marketing approaches, direct mail can help you generate leads, turn prospects into customers, get repeat business or receive testimonials and/or referrals.

2. Before you start

Before putting pen to paper, there are a number of aspects you need to consider about your campaign. 

1. The aim of your campaign – do not get carried away and have multiple offers in one letter. You don’t want to confuse the recipient. Confusion can create a negative feeling for the reader, and they could misappropriate this feeling with you and your brand. 
2. Know your ideal client – identify their problems or the challenges they are facing. As direct mail is quite expensive, you want to ensure it is going to yield results. Knowing your clients’ potential issues gives your approach a better chance of engagement. 
3. Understand how you are going to help them. 
4. Know what you want them to do afterwards – will they set up a trial of your product or service? Will they sign up for a free session? Will they register for samples of your product?

Think about having a special offer – this can be very effective at generating interest and will help you build a sales funnel later on.
 

6. Know how you are going to measure the success of your campaign – you need to know what works and what doesn’t if you are going to repeat it in the future.

3. How to write a sales letter

Your letters should be no more than two pages long and it should follow, what I call, ‘The Superhero Script’, detailing the following points (with a brief example from an accountant’s perspective). 

Problem: The issue your customer has

“You have just set up your business, but you aren’t good with numbers and you don’t know how to set up your business accounts.” 

Immediate need: Prove it needs to be solved now

“You don’t want to fall foul of the law and you need to get it right first time.” 

You: Explain why you are the only person who can solve it for them

“I have saved my clients £XXXX in tax.”

“I have XX years’ experience.”

“I have never once filed a tax return late.” 

Benefits: List the benefits of your solution (you don’t need to say how or why you’re going to solve it)

“I have an easy to use system…”

“Support will always be available…”

“Never panic about money in your business again…”

“You will always know where you stand…”

Examples: Use testimonials, list your prices or details of a special offer with pictures if you have a product.

Call to action: tell your client what you want them to do

“Call me today for a free trial…”

“Email me to arrange a meeting…”

“Visit my website where you can find further information on XXXX…”

4. Lumpy mail

This simply means you are adding something to your letter to help it stand out and give it the feelgood factor. It will also give your letter a better chance of being read. 

There are many items you could send, such as branded mugs, good quality pens, notepads, calendars or product samples. It is good to send useful items which your potential customer is likely to keep. If they use them then your name, product and/or service will remain in their minds. 

5. Flyer or Brochure

Much like a letter, it is important you have the right information on here to generate interest. Here is a handy checklist to ensure you never forget anything:

6. Follow up

As you would imagine, a letter is not enough on its own. You must ensure you follow up with an email or a phone call or send further letters (or even postcards to be different). 

If they don’t become clients at the first hurdle, it might be they agree to be added to your mailing list or you might even connect on social media so you can add them to your nurture campaign.

7. Action plan

Now that you understand what to use in your direct mail approach, you can create your action plan.

Decide on your campaign, pick out your promo product or offer, write your fantastic letter, send it and then follow up on all the enquiries that follow. 

If you still don’t know what an effective direct mail campaign could look like for you, then collect examples. See what your competitors are doing and let them inspire you. 

Good luck; now get writing!