1. How to Run a Direct Mail Campaign: A Practical Guide

    In an era of overflowing email inboxes and social media algorithm uncertainty, direct mail is experiencing a genuine resurgence. A well-targeted, well-designed piece of print that lands on someone's doormat or desk gets attention in a way that digital communications increasingly struggle to achieve. It's tangible, it's personal and — critically — it doesn't require the recipient to be logged in, subscribed or scrolling at the right moment. In this guide, we walk through everything you need to plan and run an effective direct mail campaign.

    Why Direct Mail Still Works

    Direct mail response rates have been consistently higher than email marketing for several years — a counterintuitive result in an era of digital dominance, but one that reflects a simple reality: physical mail is less common than it used to be, which makes it more noticeable. A well-produced direct mail piece arriving through a letterbox stands out in a way that the hundredth email of the day does not.

    Key advantages of direct mail:

    • Guaranteed delivery — no spam filters, no algorithm, no unsubscribe list
    • Physical presence — a printed piece can be picked up, put down and returned to in a way that a digital message cannot
    • Targeting precision — you choose exactly who receives your mailing and when
    • Longevity — a useful or well-designed piece of direct mail may be kept for weeks or months
    • Brand credibility — a professionally produced printed piece communicates investment and seriousness

    Step 1: Define Your Objective

    Before choosing a format or designing anything, be clear on what you want your direct mail campaign to achieve:

    • Generate leads — prompt recipients to call, visit your website or book a consultation
    • Drive footfall — bring customers into a physical location
    • Promote a specific offer — a time-limited discount, a new product or a seasonal promotion
    • Retain existing customers — re-engage lapsed customers or reward loyal ones
    • Build brand awareness — introduce your business to a new geographic area or audience segment

    Your objective determines your format, your message and your call-to-action. Be specific — "generate 20 new enquiries" is a more useful objective than "raise awareness".

    Step 2: Define Your Target Audience

    The most important factor in direct mail success is targeting. A brilliantly designed piece sent to the wrong audience will underperform; a simple piece sent to the right audience will generate results. Options include:

    • Your existing customer database — the warmest audience available. Customers who have already bought from you are significantly more likely to respond than cold prospects
    • Geographic targeting — door drops to specific postcodes, streets or areas. Effective for local businesses targeting customers within a defined radius. Royal Mail's Partially Addressed or Door to Every Door service covers areas without requiring individual addresses
    • Purchased data lists — B2B or B2C data lists targeting specific industries, job titles, demographics or geographies. Quality varies significantly — always use a reputable data provider and ensure GDPR compliance
    • Event or exhibition follow-up — mailing to contacts collected at events. One of the most effective uses of direct mail as a follow-up to a face-to-face interaction

    Step 3: Choose the Right Format

    The format you choose affects the impression the piece makes, the amount of content you can include and the cost of production and postage:

    • Postcard (A6 or A5) — the simplest and most cost-effective direct mail format. Requires no envelope — the message is immediately visible when removed from the letterbox. Best for a single, focused message with a clear call-to-action. See our postcard printing
    • DL leaflet — fits standard DL envelopes and feels more substantial than a postcard. Suitable for slightly more detailed messages and offers. See our flyer printing
    • Folded leaflet — a tri-fold DL or bi-fold A5 gives multiple panels for more complex messaging — services overview, multiple offers, event schedule. See our folded leaflet printing
    • Letter with enclosures — a personalised letter on branded letterhead with a leaflet or brochure enclosed. The most personal format and the most effective for high-value B2B direct mail. See our letterhead printing
    • Booklet or brochure — for high-value campaigns targeting prospects where a more detailed introduction to your business is appropriate. See our booklet printing

    Step 4: Design for Direct Mail

    Direct mail design has specific requirements that differ from other print formats:

    • The envelope or outer is the first hurdle — for mailed pieces, the envelope determines whether the piece is opened or binned. A compelling teaser line on the envelope, a distinctive design or a handwritten address all increase open rates
    • Lead with the benefit to the recipient — direct mail that leads with what's in it for the reader outperforms mail that leads with the sender's credentials
    • One clear call-to-action — every direct mail piece needs one specific action for the recipient to take. Make it prominent, easy and urgent
    • Personalisation increases response — even simple personalisation (using the recipient's name) significantly increases response rates over generic mass mailings
    • Include a response mechanism — a QR code linking to a landing page, a phone number, a URL or a reply card. Make it as easy as possible to respond

    Step 5: Plan Your Timing

    Timing affects direct mail response rates significantly:

    • Tuesday, Wednesday and Thursday mailings typically generate higher response rates than Monday (too busy) or Friday (pre-weekend distraction)
    • Avoid major holiday periods when people are away or distracted
    • For seasonal offers, allow enough lead time for the recipient to act — a Christmas offer arriving on 23 December is too late
    • For event invitations, allow at least 3–4 weeks notice

    Step 6: Measure and Learn

    Direct mail campaigns are measurable — build in tracking from the start:

    • A unique QR code or landing page URL for the campaign allows you to track digital responses precisely
    • A unique phone number tracks calls generated by the mailing
    • A specific offer code (e.g. "quote MAIL25 for 10% off") tracks redemptions directly attributable to the campaign
    • Ask new enquiries how they heard about you

    Artwork Setup

    Direct Mail Print in Brighton & Hove

    Dipol Print produces postcards, leaflets, folded brochures and letters for direct mail campaigns for businesses across Brighton & Hove and the wider UK. Collect from our print shop at 97 St James's Street, Brighton BN2 1TP or order online for UK-wide delivery. Planning a direct mail campaign? Get in touch with our team — we're happy to advise on format, quantity and turnaround.