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Dos and Don’t If You’re Considering Direct Mail Marketing

Dos and Don't If You're Considering Direct Mail Marketing

Why spend thousands of dollars on a delivery package for my customer when I can easily send them a customised email within seconds? What's the benefit in specifically sending direct mail, which would take time and the chances of that mail getting ignored or rejected are also high? 

Suppose you, as a company or entrepreneur, are confronting such questions. In that case, you aren't wrong, especially when social media dominance abounds, where people react more to what's on their phones than what's in their environment. 

But there is one thing you must understand running a business isn't a race but a marathon where along with winning, sustaining your position is more important. And for that, sticking to limited marketing tools won't work. Instead, tapping into all sorts of options that can bring in the response of your target audience is crucial. 

In the previous blogs, we discussed the need for direct mail marketing, but let's quickly look at the meaning, importance, and types of mail marketing before throwing some light upon the six significant dos and Don'ts for Direct Mail Marketing, shall we?

What and Why is Direct Mail Marketing so important?

Direct Mail New Customers Marketing

Direct mail marketing is a form of marketing that involves sending physical mail to potential customers. This can include items like flyers, postcards, or even brochures. The goal of print and mail services in the USA is to generate leads or sales from mail recipients. This type of marketing can be effective if targeted correctly, as it allows businesses to reach a specific audience with a personal message.

Direct mail in 2023 is one of the businesses' most essential marketing tools. It allows companies to target specific customers with tailored messages and offers and can effectively generate new leads and sales.

There are a few key reasons why direct mail postcard marketing is so important:

1 – It's Personalised

One of the best things about direct mail is that it allows businesses to personalise their marketing messages. Companies can target their audience with highly relevant and personalised messages, effectively generating leads and sales.

2 – It's Cost-Effective

Another great thing about direct mail marketing is that it's incredibly cost-effective. Businesses can reach a large audience without breaking the bank.

3 – It's Versatile

Direct mail is also very versatile, meaning businesses can use it in various ways. For example, companies can use direct mail to promote new products and special offers or stay in touch with their customers.

4 – It's measurable

Finally, direct mail is highly measurable. Businesses can track their return on investment (ROI) to see how effective their direct mail campaigns are.

Overall, direct mail marketing is essential for businesses of all sizes. It's a highly effective, cost-effective, and versatile marketing tool that can help businesses to generate new leads and sales.

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What are the types of Direct Mail Marketing?

Direct Mail Advertising Examples

Many different types of print and mail services are available, each with advantages and disadvantages. The most common types are mass, targeted, and personalised.

  • Mass mailings are the most basic form of direct mail marketing and involve sending the same message to many people. The main advantage of mass mailings is that they are relatively cheap and easy to do. However, the disadvantage is that they are not very targeted, so it isn't easy to know if the recipients are interested in what you are offering.
  • Targeted mailings are more focused than mass mailings and involve sending messages to people who are more likely to be interested in what you are offering. The main advantage of targeted mailings is that they are more likely to result in sales or leads.

However, the disadvantage is that they can be more expensive and time-consuming since you must research your target audience and craft a custom message.

  • Personalised mailings are the most customised form of direct mail postcard marketing and involve sending messages specifically tailored to the recipient. The main advantage of personalised mailings is that they are highly effective since the recipient will feel the message is specifically for them. 

However, the disadvantage is that they can be costly and time-consuming since you need to gather a lot of information about the recipient to create a personalised message.

6 DOs to keep in mind when doing postcard direct mail

Keep your target audience in mind. 

Whom are you trying to reach with your mailer? When planning your direct mail marketing campaign, it's essential to keep your target audience in mind. 

This will help ensure that your campaign is relevant and targeted and that your materials are designed to appeal to your specific audience.

You'll want to consider what kind of messaging will resonate with them and what kind of offer will be most enticing. Additionally, you'll need to ensure that your list is up-to-date and that you're targeting the right people. By keeping these things in mind, you can ensure that your campaign is successful. Make sure your mailer is tailored to them and will grab their attention. 

Some things to consider when targeting your audience include the following:

  • Who is your target audience?
  • What are their needs and wants?
  • What are their demographics?
  • How will they best respond to your materials?

By taking the time to consider your target audience, you can ensure that the ROI of the marketing campaign is successful.

Make it personal 

A mailer that feels like it was written just for the recipient is more likely to be noticed and acted upon. The most important thing to remember when creating a direct mail campaign is to make it personal. 

Your recipients should feel like the message is coming directly from you, not from a faceless company. To do this, use warm and friendly language, and sign your name at the end of the message.

In addition, be sure to target your audience specifically. Don't just send a generic message to everyone on your mailing list. Take the time to segment your list and send relevant messages to each group. This will help ensure your message is well received and not ignored.

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Finally, remember to follow up. After your direct mail campaign has been sent out, follow up with your recipients. You can do this through phone calls, emails, or personal visits. Following up will show your recipients that you're genuinely interested in their business.

Be clear and concise. 

Three key things to remember when crafting a direct mail marketing campaign in 2023: be clear and concise, focus on the recipient, and make it personal. 

First, your message should be clear and to the point. You want to ensure the recipient understands what you're offering and why it's valuable. Second, focus on the recipient. What are their needs, and how can your offer help solve them? Lastly, make it personal. A personal touch goes a long way in building relationships with customers.

Direct Mail Marketing Camplaign Example

Align your Direct Mail Campaign With CRM

Integrating a direct mail strategy with your CRM can be a great way to boost your sales and marketing efforts. Integrating your direct mail campaign with your CRM allows you to track and manage your leads, customers, and prospects more efficiently. Additionally, you can segment your lists and target your mailings to specific audiences, which can help improve your response rates.

Always proofread before sending your final direct emails!

Before you hit the send button on your next direct mail campaign, proofread your materials! A single spelling or grammatical error can make your entire campaign look amateurish, and that's the last thing you want. Take the time to review your materials carefully, or better yet, have someone else proof them for you. It's worth the extra effort to make sure your campaign is error-free.

Do Prioritise Data Hygiene

Direct mail is still a relevant and effective marketing tool, but only if your data is clean and up-to-date. Outdated or inaccurate data will result in wasted spending on mailings that will never reach their intended target. Make sure to prioritise data hygiene when planning your next direct mail campaign.

6 Don'ts to keep in mind when doing postcard direct mail.

Make sure to write clear and exciting headlines.

When crafting headlines and content, there are a few key things to avoid if you want to engage your reader, being tedious, confusing, and overly pushy. Refrain from writing boring headlines. Be creative and use strong language to capture attention. Your headlines should be exciting and informative, while your content should be easy to read and provide value to your audience. Secondly, write straightforward content. 

Be clear and concise in your language so your reader can follow your argument. Lastly, don't be afraid to be controversial. Take a stand on issues and start a conversation. By following these tips, you can ensure that your headlines and content are interesting and engaging.

Don't spam your customers. 

Direct Mail Vs Junk Mail

Ensure you are only sending them information that they have requested or that is relevant to them.

There are three essential things to remember regarding email marketing: don't spam your customers, don't oversell them, and don't be too promotional.

Spamming your customers is the quickest way to lose their trust and interest. Overselling them is just as bad – nobody wants to feel like they're constantly bombarded with sales pitches. Instead, focus on providing them with valuable content that they can use.

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The key is to strike a balance: provide your customers with helpful information they'll appreciate without going overboard. You'll be well on your way to success if you can do that.

Overselling your product can also be a turn-off for potential customers. If you're constantly bombarding them with emails about how great your product is, they'll eventually get tired of it and tune you out. 

Finally, don't be too salesy in your emails; being too promotional will turn people off. This will turn people off and make them less likely to buy from you. Instead, focus on providing value and building a relationship with your customers.

Remember to follow up. 

If you're planning to launch a direct mail postcard marketing campaign, there are a few key things to keep in mind. 

First and foremost, remember to follow up with your customers. It's essential to stay in touch and build a relationship with them, so be sure to follow up after they receive your direct mail piece. 

Additionally, remember to track your results. Keep an eye on your open and click-through rates to see how your campaign performs. 

Finally, make sure your direct mail piece is targeted and personalised. Don't send the same generic message to everyone on your list – take the time to segment your audience and craft a message that will resonate with them. 

By following these simple tips, you can ensure that your print and mail services campaign in the USA is successful.

  1. After you've sent your direct mail piece, follow up with a phone call or email to make sure that your customers received it and to answer any questions they may have.
  2. There are three key things to remember when following up with someone: don't be too pushy, don't be too eager, and don't forget to be polite. 
  3. If you are too pushy, the other person may feel like you are trying to pressure them into something, and they will be less likely to want to work with you. 
  4. If you are too eager, you may come across as desperate, and again, the other person will be less likely to want to work with you. 
  5. Finally, it is always important to be polite and respectful when following up with someone, regardless of the outcome.

Ensure an exemplary customer experience 

Direct mail is a powerful marketing tool, but it's important to remember that the customer experience is just as necessary as the product or service you're promoting. A good direct mail strategy considers the customer's needs and wants and strives to create a seamless, positive experience from start to finish.

The first step is ensuring your mailing list is accurate and up-to-date. There's no point in spending money on a direct mail campaign if your target audience isn't receiving the materials. Once you have a good mailing list, you must craft a well-designed, eye-catching piece that will grab attention and encourage recipients to take action.

Your direct mail piece should be clear and concise, with a solid call to action that is easy to follow. The goal is to make the customer's experience as positive and hassle-free as possible. By creating a well-thought-out direct mail strategy, you can ensure that your campaign is successful and that your customers are happy.

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Design is essential, but the content is king.

Dominos Direct Mail Example

If you're spending too much time on the design of your direct mail pieces, you're wasting valuable time that you could spend on other aspects of your marketing strategy.

Direct mail aims to get your message in front of as many people as possible, so the more time you spend on design, the less time you have to reach your target audience. Instead, focus on creating a simple, practical layout that will grab attention and get your message across quickly.

Don't lose quality control over quantity and beauty

A well-executed direct mail strategy can be a powerful marketing tool. But it's important to remember that quality control is essential to ensure your campaign is successful.

To start, make sure you're using high-quality materials. This includes using thick, high-quality paper for your mailers and quality ink for your printer. Also, be sure to proofread your materials carefully before you send them out.

A good list of addresses to send your mailers to is also essential. This means ensuring your list is up-to-date and that you have a good mix of residential and business addresses.

Finally, tracking your results is crucial to see what's working and what's not. This means keeping track of the number of mailers you send out and the response rate you receive. You can fine-tune your direct mail strategy for maximum effectiveness by tracking your results.

The best Print and Mail Services Companies in the USA In 2023

There are many print and mail service companies in the United States, and choosing the best one for your needs can take time and effort. Here is a list of the best print and mail services companies in the United States, based on customer reviews and ratings:

FedEx Office

FedEx Office is one of the best print and mail services companies in the United States. They offer various services, including printing, packing, and shipping. They have multiple products and services that you can customise to fit your needs. They also have a team of experts who can help you with any questions.

UPS Store

There's no doubt that UPS is one of the most popular shipping and logistics companies in the world. But did you know that they also offer print and mail services? That's right; UPS Stores provide a wide range of print and mail services that can save you time and money.

UPS Stores offer digital and offset printing options so that you can choose the best for your needs. They also provide mailing services, including direct, bulk, and international shipping. And if you need help with design or printing, their team of experts can assist you.

So if you're looking for the best print and mail services in the USA, check out UPS Stores. You won't be disappointed.


As one of the USA's leading print and mail services companies, Staples offers a wide range of services and products to help businesses and individuals get the most out of their printing and mailing needs.

From business cards and flyers to postcards and envelopes, Staples has the right solution for every print and mail need. And with various online and in-store printing options, Staples makes it easy to get the right print solution for every budget.

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Office Depot

Regarding print and mail services, Office Depot is one of the best companies in the USA. They offer a wide range of services, including printing, copying, and shipping. They also have a very user-friendly website that makes getting started with their services quick.

In addition, their customer service is excellent, and they always help with any questions or concerns. Overall, Office Depot is a perfect choice for print and mail services.


If you're looking for a reliable print and mail service company in the United States, you can go with Kinkos. With over 1,200 locations across the country, Kinkos is one of the business's most trusted names.

They offer a wide range of services, including printing, copying, binding, and shipping. They also have a convenient online ordering system that makes it easy to take care of your printing and mailing needs.

These companies are rated highly for their print and mail services and offer various services to meet your needs. Whether you need to print documents, send mail, or both, you can be sure to find a company on this list that will meet your needs.

Final Thoughts

Direct mail marketing is a time-honoured technique that businesses have used for decades. Since it began, it has evolved and changed, but it has always remained. But with this change comes many options and varieties that business owners need to know about. We hope you enjoyed our Dos and Don't for the Direct Mail Marketing blog

There are many options for contacting consumers and clients, and direct mail marketing is still one of the most effective. With new technology, however, direct mail has had to evolve.

Consider the information in this blog post when deciding the best option. If you have any further questions, please don't hesitate to contact us.

Author Bio: American Litho is a direct marketing and digital communications company serving top brands in each vertical market. We combine in-depth strategy with highly-personalised creative designs in direct mail, print, packaging, merchandising and digital marketing, delivering increased response and impressive results.

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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