What is direct mail

What is direct mail, and is it still effective?

What is direct mail?

Direct mail can either be a letter, postcard, flyer, or envelope. It’s anything you physically send out to potential customers to market a product or service.

Direct mail explained

How much does it cost to do direct mail marketing?

The cost of doing direct mail marketing is based on two factors: The list you are sending it to (how many people are you sending it to), and the package’s size. The more it’s being sent out to, or if there is a more extensive package being mailed out, the more it will increase the overall cost. There is no standard amount for this. But on average, a small business will spend around a couple of hundred dollars.

Is it still effective or simply a waste of money?

Direct mail can be very effective depending on who you are sending it to and how you will execute it. If the list is strong, then yes, it can be very profitable for a business. The key here is accuracy. Many companies today don’t spend enough time and money ensuring that the mailing lists they use are as accurate as possible.  

Many companies today don’t spend enough time and money ensuring that the mailing lists they use are as accurate as possible. #directmail Click To Tweet

Which can end up being a costly mistake for most companies.

What types of businesses can benefit from direct mail marketing?

Most businesses can benefit from direct mail marketing, but it is most effective when targeting a local audience. For example, let’s say that someone opened up a new ice cream shop in your neighborhood, and they want to get the word out about their new business. There are two ways to do this; one is by social media (Online marketing), and the other is through direct mail marketing.

They can send people in the neighborhood flyers giving free ice cream, coupons to get people fired up about the new store. They can send letters or even postcards that say:

“we’ve opened a wonderful new ice cream shop in your neighborhood and we would love for you to come down and try our delicious flavors.”

This is the perfect example of how local businesses can use direct mail marketing to their advantage. It gives them a chance to have their message heard by potential customers without spending too much money.

Remember, you don’t have to break the bank for your message to be compelling. The key is targeting the right people to prevent wasting your dollar. If you can do that, then you’ll see your business start to grow, rapidly.

While there’s no right or wrong way to go about this, it can help increase brand awareness and encourage people to come into your store. So if you are looking for a cost-effective way of getting more customers walking through the door, then maybe it’s time to start looking at direct mail marketing.

So if you are looking for a cost-effective way of getting more customers walking through the door, then maybe it's time to start looking at direct mail marketing. #directmail Click To Tweet

What is the difference between digital marketing and direct mail marketing?

Digital or online marketing is a form of advertising or marketing that uses online technology to deliver promotional messages. Digital marketing techniques can include email, social media, display advertising, search engine optimization, and more.  The success of digital marketing relies on several aspects, including the ability to attract attention and engage audiences while delivering the right message at the right time.

Direct mail marketing, also known as direct mail advertising, is an offline form of digital marketing. This means that it is a non-interactive direct communication between businesses and customers which uses physical media like brochures, catalogs, postcards, or other printed materials. These are delivered through traditional routes such as the postal service or direct mail companies.

It can be an effective way for businesses to communicate with potential customers by using traditional media forms to create customized messages that are easy to send.

What are the different types of direct mail marketing campaigns?

There are four main types.

  • The first is a catalog campaign – which is when you distribute a catalog to your customers through the postal service.
  • The second type of direct mail marketing campaign is called a postcard campaign – these can be effective because they give you the chance to get more information on your postcards than just an address.  This allows you to put your contact information and a personalized message on the card, making them a more effective marketing tool than simply sending out flyers or business cards.
  • The third type of campaign is called a “direct mailer” campaign – this is when you send out ads to customers and prospects with an incentive.  These can be used to drive traffic to your website, give discounts, and they’re also great for collecting leads.
  • The fourth type of campaign is called a “solicited promotional” one. These campaigns encourage people to act on your direct mail ad by providing some incentive or discount if the customer responds right away.

How do I get people’s attention when I send them something in the mail?

There are a few different things you can do to get your audience’s attention.

First, you should try to use the envelope as part of your marketing campaign.  For example, if you are sending out a postcard, then you could include some message or logo on the backside so that people will be more likely to open it.

The second thing you should do is include a handwritten message inside your direct mail piece.  This can make it seem more personal and engaging for people who receive it, giving them an incentive to read everything before they throw it away.

Include a handwritten message inside your direct mail piece.  This can make it seem more personal and engaging for people who receive it. #directmail Click To Tweet

Finally, another way to get your audience’s attention is by using call-to-action phrases.  These are words and phrases that encourage your customers to take action. Such as a request from the CEO of the company or some promotion.  For example, “Rush Order Now!” or “Free Shipping on all orders.”

What is the best day and time of year for sending out direct mail marketing campaigns?

The best day to send out direct mail marketing campaigns is Wednesdays.  This is because this is the day that most people are likely to have time to read your message.

Accordingly, the best time of year for sending out direct-mail advertising campaigns is in the summer or after Labor Day.  People are more likely to be off from work and looking for ways to spend their time during the summer, meaning you are more likely to get their attention.

How can I track the results?

One way to track the results is by using a unique coupon code or offer.  This makes it easier to see how many people are taking advantage of your promotion, and you can use that information to improve future marketing campaigns.

Another thing you should look into tracking is your return on investment (ROI).  To do this, you should compare the amount of money you spent on your marketing campaign to how much revenue it brought in.

The downsides of direct mail marketing.

  1. Since direct mail is so expensive, it limits the number of people you can reach.  This means that you have to target your customers and prospects more precisely to get the most out of a direct mail campaign.
  2. It’s also more challenging to track a letter’s return on investment (ROI) compared to something online.  You can track how many customers click on your ad or visit your website, but tracking who actually purchases something is much more difficult.
  3. The last downside of direct mail marketing is the time it takes to prepare and send out all of these pieces.  It often takes several days or weeks to plan out a campaign – not to mention all of the time it takes to put together and send out all of the pieces.

What are some direct mail marketing mistakes to avoid?

  • You are not sending enough pieces.  You need to send out enough direct mail pieces for your campaign to be effective.  For example, you should aim to send out at least 500 pieces per week if you hope for a reasonable response rate.
  • You are sending the wrong message.  Make sure that your direct mail piece is designed to appeal to your target audience.  For example, if you are marketing health insurance, people who like skydiving probably won’t be interested in it.
  • You do not include a call-to-action phrase.  Direct mail pieces should consist of a single call-to-action phrase that helps encourage recipients to take action now rather than later.
  • Not including a unique coupon or promotion.  This is important because it will help track your direct mail campaign’s effectiveness in improving revenue and brand awareness.
  • Sending out pieces that don’t stand out from the rest of the junk mail people receive every day.  Make sure your design isn’t too boring and can actually catch someone’s attention.


“There is more to direct mail marketing than just putting a stamp on a piece of paper and sending it out.”  Different types of direct mail, such as postcards or letters, have the potential to be very effective when performed right.  However, there are some downsides to using this type of marketing, such as its high cost and its difficulty tracking return on investment.

To maximize your chance of success, you should target your campaign carefully, include a great message in your direct mail piece, make sure it stands out from all of the other junk mail people receive every day, and send out enough pieces to reach your audience.