Direct Mail

What is direct mail?

Direct mail is a marketing strategy in which promotional or informational material — letters, leaflets, catalogues, branded items — is sent by post straight to potential customers. It reaches a specific audience with personalised messages and specific offers, outside the online world.

As digital media have grown, many marketers use it less. Yet its tangible, personal nature still stands out in a crowded inbox, especially when it is combined with digital channels.

Key components of a campaign

• Objective: define what you want — visits, calls, sign-ups, sales — and make it SMART: specific, measurable, achievable, relevant and time-bound.
• Audience segmentation: the more relevant the audience, the better the response. Segment by demographics (age, income), geography (location, urban or rural), psychographics (lifestyle, interests) and behaviour (purchase history, loyalty).
• Design: visuals and copy must work together to catch attention and state the offer clearly.
• Call to action: give one clear next step, and a way to track it (a dedicated phone number, QR code or URL).
• Production and distribution: plan print runs, mailing lists and delivery dates well ahead.

Combine it with digital

A QR code or personalised URL on the mailer lets you measure responses in analytics, and a follow-up email or retargeting ad reinforces the message. Remember that postal marketing also falls under data protection law: use lists you are legally entitled to use.