Even with the internet allowing instant communication around the world, using the U.S. Postal Service (USPS) to send marketing materials is still a highly effective strategy. Direct mail companies such as PrintingForLess, USPS Every Door Direct Mail, US Presort, or ever popular SSIcards.com, specialize in helping businesses create, design, and deliver direct mail campaigns that bring results.
Direct mail can include postcards, brochures, letters, or other printed materials sent straight to a customer’s mailbox. By reaching the right people with a personalized message, small businesses can increase sales, build loyalty, and improve customer engagement.
What Is Direct Mail?
Direct mail is a marketing method where businesses send physical mail to customers or potential customers. This mail can include postcards, flyers, brochures, letters, or packages. Businesses can handle the process themselves or use a direct mail company like PrintingForLess, US Presort, or Postalytics. These companies can help with creating the mailer, printing it, sending it through the USPS, and tracking responses.
Direct mail works for both businesses that sell to consumers (B2C) and those that sell to other businesses (B2B). It is effective because it targets the people most likely to respond and encourages them to take action, such as visiting a store, using a coupon, or calling for more information.
“Direct mail creates a one-on-one connection that’s hard for other media channels to match,” said Tom Foti, vice president of product solutions for the USPS. “It lets you include coupons, reply cards, QR codes, URLs, and other response options. … Direct mail is a reliable tool for generating leads, traffic, and sales.”
How to Make Direct Mail Work for Your Business
Even though many direct mail companies handle most of the work, there are important steps to follow when creating a campaign. Here are some best practices to get the most from direct mail marketing.
Target Your Customers
A direct mail campaign will only succeed if it reaches the right people. The USPS handles over 167 million pieces of first-class mail every day, so having a solid mailing list is crucial.
Some small businesses use their existing customer lists, which saves money. However, direct mail is also a good way to reach new customers. You can get mailing lists from your direct mail provider or purchase them from a list broker.
Many companies let you target your audience by household income, age, recent life events, or business ownership. You can also choose specific neighborhoods or zip codes.
Milena Marguenski, owner of US Presort, suggests creating a “best customer profile” to visualize the type of people you want to reach. “Some businesses want to target customers with very high incomes, while others want the opposite,” she said. “Your demographic selection depends on your business. The more targeted your list, the better your results.”
Grab Their Attention
Once your mailer reaches a customer, you want it to stand out. People are naturally curious about their mail, and 71 percent of Americans say they look forward to seeing what’s in their mailbox, according to USPS research.
A well-designed mailer should be clean, easy to read, and visually appealing. Avoid cluttered graphics or flashy colors that distract from your message. Check for spelling and grammar errors, since mistakes can make your business look unprofessional. Your goal is to maximize return on investment, not just save on printing costs.
Direct mail should reflect your company’s brand and personality. Marguenski advises that “any package or interactive mail piece will perform better than a simple postcard. Besides looking good, your design must follow postal rules to avoid extra fees for irregular sizes.”
Most direct mail companies have design teams that can help create mailers that match your specifications. While some specialized designs may cost more, investing in quality design is worth it because the mailer is often the first impression a potential customer has of your business.
Give Customers a Reason to Care
People respond best to offers that are meaningful. Include a strong call to action in your mailer, like a discount, coupon, or special promotion. For example, offer a percentage off a purchase for new customers who bring the mailer to your store.
The USPS reports that deals like coupons and discounts are the most effective parts of direct mail for consumers of all ages. PrintingForLess recommends making offers attractive enough to encourage a response while still remaining profitable. “Don’t expect much response if you’re only offering $1 off a $100 purchase,” they said. “Experiment to find the best balance between response rate and profit margin.”
Track Results and Follow Up
Even though direct mail is not digital, you can still track its success. Many direct mail vendors include tracking options, like unique codes, phone numbers, or QR codes, to measure response.
Direct mail generally has a higher response rate than email. According to the Association of National Advertisers, campaigns sent to existing customers have a 9 percent response rate, and campaigns sent to new prospects have a 5 percent response rate, compared with around 1 percent for email.
A low initial response does not mean your campaign failed. Shawn Breyer, owner of Breyer Home Buyers, explains, “Not everyone will buy your product immediately. Most people aren’t ready or are too busy to act right away.” He recommends a consistent marketing plan, such as sending mailers monthly for at least six months, to reach customers who didn’t respond the first time.
Why Direct Mail Still Works
Direct mail remains effective because people find it personal and trustworthy. Some key findings:
- 4 in 10 consumers are more excited about direct mail than a year ago, with over 60 percent of Gen Z and millennials feeling the same.
- Direct mail is interacted with multiple times, with an engagement rate of about 95 percent.
- Personalized mailers increase engagement and response rates.
- 70 percent of consumers feel valued when they receive direct mail, almost twice as much as when they receive email.
- Direct mail can have a higher return on investment than other marketing methods, sometimes reaching up to 112 percent ROI.
These results show that direct mail is a powerful way to reach new customers, keep existing ones, and grow sales.
How to Get Started
To create a successful direct mail campaign, understand your target customers. Send them messages and offers that match their interests and needs. Work with a direct mail company like PrintingForLess, US Presort, or Postalytics to design, print, and deliver your mailers. Combining direct mail with digital channels like email or social media can increase results.
The key to success is planning, personalization, and persistence. When done well, direct mail can help your small business grow, increase customer loyalty, and stand out from the competition.