What is Direct Mail?..

Direct Mail can be a little confusing at first but really it is a straight forward and effective marketing tool.

Direct Mail definition

The phrase “Direct Mail” means to promote a product or service through various promotional materials such as letters and leaflets in a direct manner. e.g. delivered directly to the customers address.

How much does Direct Mail cost?

This is a common and fairly broad question… However if we take a few steps back first and ask ourselves the following we should be in a far better place with getting to the bottom of this conundrum!

You should consider;

  • What is the ultimate target of the campaign?
  • How many people do I want to reach?
  • Delivery format (e.g. 1st class, signed for…)
  • Delivery timescale
  • Location?
  • Mechanics of the campaign (e.g. envelope with name printed, flyer and coupon created, everything packed into the envelopes and boxed up)

How to make sure your direct mail campaign is cost effective

Every business realises at some point that marketing can take up a large chunk of your budget. Unfortunately, if you don’t market your business properly, then chances are that it will never grow and expand.

When it comes to direct mail, those companies who may have a slightly stricter budget, may be pleased to know that there are ways that you can keep the costs down as much as possible. All without having too much of an impact on the success of your campaign.

Save money by cleaning out your contacts

It is a good idea to give your contact database a once over before you send any correspondence out. Checking for duplicates and validating your records will save you wasted money.

Direct Mail examples

This is a common and fairly broad question… However if we take a few steps back first and ask ourselves the following we should be in a far better place with getting to the bottom of this conundrum!

How to create a Direct Mail campaign

While it is true that mailboxes are less cluttered now than they were 10 years ago, you still need a strategic plan to generate responses. Our customers who take the time to plan out campaigns based on goals and objectives see the best results. Once you have the details of your offer and promotional material determined, here are some tips for effective ways to grab your readers’ attention.

  1. Be Quick 

You have about eight seconds to grab the attention of the person looking through their mail.

  1. Add Graphics 

Use images to convey your message. Your brain processes images much faster than reading text.

  1. Keep It Simple 

A mailer with limited, easy-to-understand copy and images works best. You want people to easily understand what you are selling and why they need it.

  1. Find Ways To Stand Out 

Your prospects and customers are looking for unique pieces in the mail and there are some really fun and creative ways to engage your audience. Consider using the following elements:

  • Folds
  • Die Cuts
  • Scratch and Sniff
  • Technology
  1. Consider Size 

According to the DMA, flats have the best response rates at 6.6%, followed by postcards at 5.7% and letters at 4.3%. However, you should consider all formats to see which one is the best fit for your campaign.

If you want to design a mail piece that generates a response and a good ROI, you also need to consider the U.S. Postal Service requirements so that you do not end up paying extra postage for what you thought was a fun design element. It is always best to consult with a mail service provider before you finalise your mailer since there are many postal regulations that, if not followed, can cost you a lot of money.


Direct mail is relatively easy, especially when compared to other forms of marketing for your business. However, this doesn’t mean that you can become complacent about your direct mail efforts.

There are still some things that you can forget or do wrong, which could have an impact on how successful the campaign is. With this in mind, we have put together a checklist which is ideal to use for your direct mail efforts.

Do you know your objective?

What is your budget?

What is your Target Audience?

What Size of Direct Mail Campaign?

What Promotions and Offers?


Is your mailing list up to date?

Is your message clear?

Does it have a call to action?

Is it the right time to send?

Make sure that you have the right facility to deal with the response

We all want a direct mail campaign that is going to work well for our business, but have you realistically thought about how you will deal with all these responses? You may need to train employees, or simply ensure that you have enough staff on hand to deal with all these interested people.

Benefits of Direct Mail Campaigns

As many companies search for new ways to reach customers and prospects, traditional marketing approaches like direct mail campaigns are often replaced with online advertisements and other technology-based techniques. But direct mail still offers one of the most consistently effective forms of advertising.

Using a Direct Mail Company

As a leading company providing direct mail in the UK, when we meet people, we are often asked “What are the benefits of using direct mailing companies?”, and the next question we are asked is “Why would I use a direct mailing company?”

What are the benefits of using direct mail companies?

As a business offering products and services, most of us would agree that it is more simple and often more cost effective to let the professionals do what they do and then we can focus on our own business.

This is no different with Direct Mail.

Using a company who has many years of Direct Mailing experience, we know what works by industry sector and can give advice and guidance on the perfect mailshot for your business.

Using a Direct Mailing company means that they handle everything, from start to finish:

– Advice and guidance

– Design

– Print

– Database

– Mail

– Returned mail

Why would I use a direct mailing company?

Because we handle everything from start to finish, we take away the pain associated with Direct Mail Shots. No more envelope stuffing in the office, no more frustrated employees when the label printing runs out of ink, and the printer gets jammed for the umpteenth time, no more handwriting envelopes, no more design faux pas and spelling errors that you only spot when the item has been sent.

In addition to this, because we never forget to add our own return address, we manage the returned mail and update your database accordingly, saving you all that valuable time to run your own business and handle all the new enquiries that arrive as a result of our hard work on your behalf.

How we can help you

Step 1: Design

We will help you design your letter, flyer or brochure, focusing on the message you are tying to get across to your customers.

Step 2: Printing

The next stage is the print of your material. We use the latest technology in litho and digital printing to give you the best possible quality images to bring your campaign to life.

Step 3: Fulfilment

When your letters, flyers or brochures have been printed they are passed on to our fulfilment team who will enclose them into a wide range of envelopes or polythene with quality control procedures at every step.

Step 4: Postage

The final part of the process is the postage. We have a wide range of postal providers including The Royal Mail, that we can choose from to give you the correct service your require, at the right price.

We will help you identify if your mailing qualifies for extra discounts available from services like advertising mail (read more about advertising mail here).

From design and print to fulfilment and postage, we can take care of it all, to give you a stress free marketing campaign.

Direct Mail with Mail Shot International?

So what do you do now? Very daunting isn’t it? Well the team here at Mail Shot International can take the stress away. Unlike other mail companies we give you that extra edge from the offset, our quality support means you will have a dedicated account manger who will build and deliver your campaign effectively and efficiently. If that wasn’t enough our various offers and discounts make it that little bit easier in deciding what route to go down. Such as free envelopes on your first direct mail campaign order!

Getting results

The beauty of using a direct mail provider who offers direct mail services is that everything is handled for you, this saves you both time and money making this a very efficient form of marketing, and with most direct mail providers they can also provide you with potential customer lists based on your market requirements, of course they can also handle your existing mailing lists and allow you to follow up with existing clients and customers to promote new services, increase sales and make them aware of new products.

How can Mail Shot International help?

Mail Shot International is the ultimate direct mail, order fulfilment and E-commerce management service on the market. We are perfectly located on the edge of London, ready to serve our clients quickly and efficiently.

Our services of Direct Mail, Printing, Picking and Packing, Graphic Design and Digital Marketing mean we have everything you need under one roof.

Our bulk and loyalty discounts mean we look after our customers and utilise our networks to get the best price for you. We use a number of trusted mailing companies to deliver your products with the Royal Mail, Delivery Group and DHL amongst them.

If you would like to enquire about your business needs, simply get in touch with us on 01923 800422 or contact us. Feel free the share our blog posts and explore or social media channels.

Contact Mail Shot International

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