When designing a direct mail marketing campaign there are certain points that you must think about to optimize your mailing. Prepare for your direct mail campaign by considering the following characteristics:

1.       Your Target Audience

With direct mail you have the ability to target a specific audience. This is the most important part of your mailing, no matter how amazing your piece is if it is not sent to a target client it will not be successful. When considering where to send your direct mailing, consider your ideal client. Break down as many characteristics of that client as possible (i.e. income level, geographic location, homeowners, etc.). With these characteristics you can obtain a list that targets the best prospects.

2.       Your budget

It is important to set a budget for your direct mail campaign. There are many different aspects of a direct mail budget including: list acquisition, postage, services, printing, etc. Make sure to identify the aspects of your mailing that are most important to you. For example, if the type of paper used is more important than the colors used, you can save money by going with black and white while still using a high quality paper.

3.       Your goals

You must set goals for your direct mail campaign. Goals should be set aggressively yet realistically. Your goals are integral in ensuring that you maintain focus on the most important marketing aspects while creating your direct mail campaign. When setting goals make sure to consider multiple aspects including but not limited to desired client response, response rate, and brand awareness. Note that it has been proven that you need multiple mailings to achieve optimal results. Make sure to plan your overall mailing strategy and don’t be afraid to test your ideas with smaller sample mailings before you commit to a larger mailing.

4.       Your Piece

Once you have identified your target audience, budget, and goals you must design your piece. When designing your piece there are many things to consider. Firstly, you must decide what type of piece you want to mail (postcard, letter, etc.), what size you want, etc. In addition, you must consider what message you are trying to get across and what the call to action of your mailing will be (i.e. visit your website, come in to your store location, or fill out a survey). Be sure to keep your budget and goals close at hand when designing your piece.

5.       Your marketing integration

Like any marketing communication direct mail cannot be utilized in a vacuum. When designing your direct mail campaign reflect on how it will be integrated with your overall marketing campaign. Make sure to keep a consistent message throughout your marketing channels focused on achieving your overall campaign goals. It is also important to consider your follow-up strategy after your mailing.