Sending direct mailing by mail? Check out these tips

Direct mailing by mail is still a powerful way to get the attention of your target audience. In a world where we receive dozens of e-mails every day, a physical letter can actually stand out surprisingly well and therefore be successful. But which is smarter: do it yourself or hire a specialist? And how do you make sure your mailing really gets read?

Do it yourself or outsource?

The choice between doing it yourself or outsourcing depends mainly on the purpose, the size of your mailing and your available time.

Doing it yourself is smart if:

• You want to reach a small target group (think of up to a few hundred addresses)
• You want to add personal or handwritten elements
• Your budget is limited and you want to be creative

Engaging a specialist is wise if:

• You are sending a large print run
• You want to use personalized prints, variable dates or special finishes
• You have little time or definitely want it done right

A direct mail specialist not only handles the printing and mailing, but can also think along with you about the strategy, design and layout of your mailing. This significantly increases the chances of success. With the knowledge and experience of a specialist, you can be sure that everything has been thought through to maximize the chances of a successful mailing.

Inspiring ideas for an eye-catching direct mailing

A mailing that ends up right in the trash, maybe even unopened? That's a waste. Fortunately, there are clever ways to grab attention. Here are a few creative ideas:

Make the envelope irresistible

A standard white envelope with a window quickly gets lost among the rest of the mail. Therefore, choose:

• An eye-catching color or different size
• A funny or intriguing text on the outside ("Only open if you feel like doing something fun")
• A handwritten name or sender for a personal touch

Add a giveaway

A little something in the envelope makes people curious and increases the opening chances. Some examples:

• A coupon or trial product
• An original sticker, postcard or magnet
• A scratch card or voucher with 'guaranteed prize'

Tell a story

Use storytelling in your mailing. Start with a recognizable situation or customer story. Make it personal, use your own tone and let your brand come alive. A good story will stick and so will your message. Of course, telling a story is not always possible; it depends on whether your message is suitable for it.

Make it activating

End your mailing with a clear call-to-action (CTA), such as:

• Visit this unique landing page
• Use this code for 10% discount
• Sign up by date X for a free consultation

Make it easy to take action. For example, include a QR code.

Combine offline with online

A send direct mailing by mail strengthens your online marketing. For example, send a card as a follow-up to an e-mail campaign or invite customers to an online event. By combining multiple channels, you increase your reach and impact.

Points to consider when sending your direct mailing

• Address list quality: make sure your addresses are current. An incorrect name or address causes irritation and waste of money.
• Timing: don't send your mailing just before holidays or vacations, unless your mailing capitalizes on them.
• Printing and finishing: a professional look matters. Choose sturdy paper and neat formatting.
• Follow up: measure response rates and contact interested parties personally. That way you get more out of your investment.

Testing + optimizing = more success with direct mailing

As with all other forms of marketing, direct mailing is also a matter of testing and optimizing based on data. This way, you can achieve more and more success with direct mailing. Good luck with your mailing!