Direct Mail

According to the Royal Mail, consumers spend, on average, 10 minutes reading mailshots. That's plenty of time to engage them on a specific topic and the service you offer in sufficient detail to get a response. With the right planning, direct mail campaigns can generate more leads, whether by use of coupon responses, telephone calls or directing the recipient to your website for more information.

How to plan your direct mail campaign

The points below summarise what to take into account when planning your direct mail campaigns:

Work out who you want to talk to by defining your ideal target market and selecting customers who match the profile
Set a quantifiable objective, for example, 100 new leads, 50 appointments, 20 requests for more information or 100 new visitors on your website
Make your direct mail personal by using the readers real name and grabbing their attention by addressing their practical or emotional needs
Use plain, every day words and keep sentences short
Check the direct mail pack flows by making sure your letter, flyer and envelope look like they fit together
Use a clear response mechanism; for example, "Call now for a free consultation"

You can find more in-depth information on planning direct mail campaigns in our direct mail marketing guide.

Useful links

Free marketing guides and sample material
Annuity marketing
Equity release marketing