If you’re a brand figuring out how to run a direct mail campaign, this 10-point checklist is for you. So, whether you’re launching this channel for the first time or if it’s a new responsibility in your career, having a structured approach is crucial.
1 – Identify Goals & Objectives of Your Direct Mail Campaign
Set KPIs
What metrics will you track? Common goals include Cost Per Lead (CPL), Customer Acquisition Cost (CAC), Return on Investment (ROI), or Return on Ad Spend (ROAS).
Campaign Purpose
Is the goal customer acquisition, brand awareness, or improving customer lifetime value (LTV)? Clear objectives streamline decision-making throughout the process.
Overall, you must be clear on what success looks like and what metrics will be used to evaluate performance.
2 – Define the Audience
Understanding your target audience is critical to success. Think, who is the right target audience to receive the direct mail piece? Personalization and relevance improve response rates.
Demographics
Demographic data lets you use factors like age, income, and home value to identify your ideal customers.
Geographic Targeting
Focus on specific cities, states, or radius around key locations.
Predictive Analytics
Implement look-alike models and response models with predictive analytics to enhance targeting precision.
By honing in on the right audience, you reduce waste and improve campaign ROI.
3 – Suppresion Files
When learning how to run a direct mail campaign, you must check if there are any addresses or contacts that need to be removed from the target audience mailing list.
Do you want to target current customers? Do you have a list of do-not contacts or opt-outs?
Refining your audience is as important as defining it.
Exclude Unwanted Contacts
Suppression files prevent sending mail to current customers, those who have opted out, or any non-viable leads.
Reduce Overlap
Ensure you’re not inadvertently targeting individuals already in other stages of your funnel.
This step not only saves costs but also protects your brand from potential customer dissatisfaction.
4 – Develop a Compelling Creative Strategy
Your creative strategy should combine design and messaging to capture attention and drive action.
Formats
Options include postcards, letter packs, and bifolds. Choose a format that aligns with your objectives and budget.
Key Elements
- A compelling offer that speaks directly to the audience.
- A clear Call-To-Action (CTA) to guide recipients to the next step.
- Adequate space for essential mailing details, like the address panel.
Well-designed creatives often mean the difference between engagement and the recycling bin.
5 – Find the Right Print Partner
Selecting a reliable print partner ensures quality and timely delivery of your direct mail campaigns. After determining the audience size and the appropriate format, gather quotes and schedules from print shops.
Evaluate Vendors
Gather quotes and assess vendors based on cost, turnaround time, and expertise in handling your chosen format.
In-Home Delivery Timing
Ensure the vendor can meet your in-home delivery schedule, as timing can impact campaign success.
A strong partnership minimizes errors and ensures smooth execution.
In other words, select your printing partner based on:
- Cost of their services
- Timing for in-home delivery
- Ability to execute the format correctly
6 – Deliver Creative and Data Files to the Printer
Creative Files
should be provided as high-resolution, print-ready PDFs with bleeds included
- CMYK and spot colors are acceptable (no RGB)
- High-resolution artwork (300 dpi or better)
- Elements designed to print off the page (bleeds) must extend past the trim .125”
Data Files
Double-check that your data files are accurate and well-organized for seamless integration.
7 – Print and Data Audits
The printer will typically provide two sets of proofs to audit:
Digital PDF Audits
These audits will ensure that the printer is interpreting the creative correctly. The audits will be provided to your team for review and approval.
Data Audits
These audits ensure that the printer is interpreting the data correctly. Cross-check the accuracy of audience data to confirm that targeting aligns with your strategy. This is an area Speedeon can handle.
8 – Postage Payment
Pay Early
Before a direct mail campaign can be delivered to the post office, postage must be paid in full.
Plan Ahead
An invoice will be sent based on the data selection and postage type. Any delay in postage will result in a delay of the campaign, so make sure this is included in your budget. Allocate sufficient budget for postage to avoid last-minute surprises.
This step ensures your campaign enters the mailing stream on schedule.
9 – Campaign Deployment
With approvals and payments complete, it’s time to launch.
USPS Delivery
The printer handles logistics, transporting your mail pieces to the post office.
Track In-Home Dates
Monitoring delivery ensures your campaign is hitting households on schedule, allowing you to coordinate follow-up activities.
10 – Results
Evaluating your mail marketing campaigns’ performance provides insights for future optimizations.
Matchback Reporting
Begin this analysis 15–30 days post-delivery to identify response rates and ROI. An updated customer file is needed to perform the reporting with a 3rd party like Speedeon.
Continuous Improvement
Use learnings to refine audience targeting, creative elements, and offer structures for future campaigns.
Direct mail can be a powerful channel in your customer acquisition strategy. Things to consider are that it has a longer performance tail than digital and is more costly up-front.
However, in general, a direct mail marketing campaign tends to lend itself to higher quality, longer-term customers.
If you have questions or need guidance on how to run a direct mail campaign, book a strategy session with us, we can help with both your digital marketing and your direct response marketing strategies!
