8 Steps to Successful Direct Mail

uspsdelivers.com

8 Steps

to Successful

Direct Mail

uspsdelivers.com

Step 1: Establish Your Objectives .......................... 4

Step 2: Understand Your Audience ......................... 7

Step 3: Create Your Mailing List

........................... 11

Step 4: Decide on Messaging for Each Segment

.............. 14

Step 5: Create Your Mailpiece ............................. 17

Step 6: Work With a Printer

.............................. 22

Step 7: Prepare Your Piece for the Post Ofﬁce™ Facility ........ . 25

Step 8: Track Response and Fine-Tune Your Campaign

......... 29

Table of Contents

uspsdelivers.com

Direct mail

can be a

powerful

component

in your

omni-channel

marketing

efforts.

To help you visualize how these concepts

work in practice, we’re including hypothetical

examples for each step.

By the time you’ve ﬁnished this white paper,

you’ll be ready to create personalized direct

mail that will complement your digital efforts,

reaching the right people at the right time.

Now that it’s become more dynamic through

retargeted direct mail, Informed Delivery

notiﬁcations and Informed Visibility

tracking,

direct mail can create action with every

interaction. But for small-to-medium-sized

businesses, creating direct mail can seem

daunting if you don’t know where to start.

In this white paper, we’ll show you how you

can successfully integrate direct mail into your

omni-channel marketing, helping you answer

key questions like:

• Whom should I target?

• What’s the right message to send?

• What’s the most cost-effective way to use

direct mail marketing?

• How will I know if my campaign is working?

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Establish Your

Objectives

Before you put time and money into direct mail,

you need to think carefully about what you want

to accomplish. First, step back and take a look at

the big picture:

• Where do you hope to be in six months?

One year? Five years? What does success

look like for you?

• What are your biggest obstacles to getting

there? Attracting new customers? Hiring

qualiﬁed employees? Financing?

• What will it take to overcome those

obstacles?

• What can you do today to get started?

• What other marketing efforts do you have

in place that you hope to bolster with direct

mail?

Now, let’s look more speciﬁcally at what you

hope to achieve with your direct marketing

campaign:

• Are you hoping to attract new customers?

• Do you want your existing customers to

come back more often?

• Is there a new service you’re offering or a

new product you’re excited about?

• Do you have seasonal offers you want to

spread the word about—say, a back-to-

school special?

• Is there a speciﬁc customer segment that

might beneﬁt from your product or service?

• Are you aiming to attract customers

speciﬁcally to your website, social media

accounts or other digital resources using the

power of direct mail?

Step 1

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START

OBSTACLE

Need larger

customer base to

justify new location

SOLUTION

Get the word out to local

prospects through banner

ads and social media

SOLUTION

Send promotional

postcard with discount

code for haircut

OBSTACLE

Keep salon top of

mind for prospects

who engaged with

digital efforts

OBSTACLE

Get postcard

recipients to

schedule haircut

SOLUTION

Include QR Code

postcard that leads customers

to salon’s booking site

Own a single

hair salon

GOAL

Open second

salon location

in new

neighborhood

20%

OFF

A hair salon owner wants to expand to a new,

larger location in a trendy part of her city.

But after gathering information on the costs

of making the move, she realizes she needs

to enlarge her customer base in order to

generate enough revenue to cover the costs.

She identiﬁes several steps she needs to take

to accomplish her goal, and direct mail plays a

key role in the process.

First, she uses banner ads to target

prospective customers who live in the area

where the new salon would be located and

follows locals on the salon’s social media

platforms. Anyone who engages with these

efforts is then sent a promotional postcard

with a QR Code

leading to the booking area

of the salon website, where they can schedule

a haircut at a discounted rate.

The result? More customers from a larger

geographic area, which helps her justify

making the move. Once the new location

opens, she again turns to direct mail to help

get the word out.

Step 1

Example

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As you get started in assessing how direct

mail can be used to enhance your marketing

efforts, keep in mind these key tips:

Deﬁne your ultimate goal.

Examine your existing marketing efforts

to see how direct mail can be used to

complement them.

Target people who have shown some

form of interest in your business on

other channels.

Find ways to drive people to your

company’s digital presence through

direct mail.

Follow up to keep your business top of

mind.

Step 1

Checklist

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Understand

Your Audience

Next, you need to identify who your existing

and potential customers are. How much do

you really know about them? What are their

unique problems and needs, and how can you

help solve them? If they’re current customers,

what do they like or possibly dislike about

your business?

Fortunately, there are more tools available

than ever before to help you answer these

questions. You don’t have to be a big company

to harness the customer data you need to

make strategic decisions.

To better reach their customers, marketers

need demographic, psychographic and

behavioral information.

Demographic information includes details like

gender, age, marital status, ethnicity and income.

Psychographic information adds a layer on

top of that, telling you about your prospects’

hobbies, habits, values, opinions and attitudes.

Are they vegetarians or meat eaters? Are they

into ﬁtness and health? Scrapbooking? Do they

like camping? Vacations in Vegas? Behavioral

information, as you may have guessed, deals

with actual customer behavior. For instance,

what social media platforms do they use? What

websites do they visit? Do they engage with

your company’s social media accounts?

Here are a few suggestions for gathering

customer data:

• Look at previous email offers and

promotions, and review site content to

determine what’s prompted people to

act. A discount for taking part in a survey?

A promo code sent via email? A new

product announcement?

• Check out your social media sites. Analyze

which content is most liked and by whom. If

you’ve advertised on Facebook

, you’ve

already created customer proﬁles, but by

digging in a little, you can see who is

engaging with your business and how they

feel about your products to make your

proﬁles even better.

• Look at review sites. How are customers

describing your product? How does it make

them feel?

• If you have a few customers you think would

be willing to help, ask to interview them—

perhaps offering an incentive. Find out

about their families, hobbies, concerns and

work. Incentivized surveys can also be

helpful for gathering relevant information on

your target audience.

• See which customers are following your

social media accounts. Are there any

common themes in the type of content

they’re posting on their own accounts?

Make note of any commonalities.

Step 2

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PRO TIP

To learn more about your customers,

post a survey on social media or on your

website. Give people an incentive to ﬁll it

out, whether by entering their names in a

drawing or providing a discount coupon.

As you learn more about your customers’

behaviors and shopping preferences, it may be

helpful to create a customer journey map. This is

a way of looking at how you are reaching your

customers as they move along a path from

awareness of your product to actual purchase.

You want to identify ways to reach them at

various points on this path. See the illustration

on the next page for details about each step of

the journey.

Feature positive reviews or

testimonials in the direct

mailpieces you send to customers.

A dental ofﬁce sends a survey to customers

after every appointment asking how their

visit went. This allows the ofﬁce to address

any problems right away and identify what

people like most, whether it’s the friendly staff,

modern technology or attention to patients’

comfort. This information can be invaluable

when crafting personalized messaging for

different customer segments.

The ofﬁce also coordinated its digital and

direct mail efforts, using data gathered

from users’ activity online to follow up with

personalized direct mail. For example, if

a customer had been browsing cosmetic

whitening treatments on the practice’s website,

the ofﬁce would then send a postcard detailing

the beneﬁts of the procedure and perhaps

offering a one-time discount.

Finally, the dental practice harnessed the power

of Informed Visibility

to track their direct mail

marketing efforts and see when customers are

receiving mailpieces. For example, once the

dental ofﬁce saw that people had received the

postcards on cosmetic teeth whitening, they

could then time the launch of complementary

social media and email efforts.

Step 2

Example

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AWARENESS

At this initial stage, people are just becoming

aware that your product or service exists. This

may be achieved through PR, digital and print

advertising, direct mail or word of mouth.

Postcards announcing your store launch, for

example, can help get the word out.

INTEREST

At the interest stage, people are learning more

about your company and products. You can

build interest with email, online ads and direct

mail promotions. The key here is to provide

people with the details they need to sway them

to the consideration phase. Sending out a

mailpiece that details the eco-friendly processes

your company utilizes, for example, may pique

interest among certain customer segments.

CONSIDERATION

This is when the customer actually begins

researching your company, whether by reading

blog posts, talking with friends or browsing

your company site. If you notice a customer

has browsed your product page but not yet

clicked deeper to explore specific items, for

instance, you may want to mail them a

postcard highlighting some top products,

with a QR Code

leading them to a discount.

PURCHASE

Make this experience as seamless as possible.

If you’re sending mailpieces to customers who

previously signed up for a wine subscription,

you might consider including a QR Code

that

leads to checkout for another subscription.

This makes the buying process quick and easy.

Show customers you care, even after they’ve

made a purchase—by mailing a thank-you

note, for example. For first-time customers,

including a one-time discount code or promo

in this note can drive loyalty.

RETENTION

This occurs when a customer likes your

product and keeps buying it. You achieve this

by providing good support after the actual

purchase. For example, after a customer buys

one of your products, you can send a mail-

piece highlighting other items they may like

based on their unique purchase history.

ADVOCACY

In this stage, satisfied customers spread the

word about your product. Facilitate this by

highlighting positive reviews and testimonials

in your campaigns or on your website,

encouraging repeat customers to do the same.

Consider how you can retain your best

customers while spreading the word to new

ones. To show your appreciation to people

who have written positive reviews, for instance,

you could send a mailpiece with a custom

referral code that can be shared with others.

AWARENESS OF

YOUR PRODUCT

This may be achieved by

PR, advertising, direct mail,

word of mouth, etc.

INTEREST IN YOUR

PRODUCT

You can build interest with

email, online ads, direct

mail, etc.

CONSIDERATION

This is when the customer

begins researching

through blogs, reviews,

word of mouth, etc. You

can reach prospects by

asking satisfied customers

to rate your product on

review sites.

PURCHASE

Make this experience as

positive as possible,

whether you’re selling

online or in person.

RETENTION

This is when the customer

likes the product and keeps

buying it. You achieve this

by providing good support

afterward, either in person

or online.

ADVOCACY

In this stage, satisfied

customers spread the word

about your product.

Encourage this by asking

them to post online reviews.

Step 2

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When assessing your customer segments,

consider the following key points so you can

craft your messaging in a way that resonates

with each group.

When considering these demographic,

psychographic and behavioral factors, think

about the journey your customers take in

purchasing goods and services. Then identify

ways you can engage each customer segment

at the various steps on that journey.

Step 2

Age

Gender

Education level

Income level

Place of residence

Personality

Values

Interests

Opinions/attitudes

Lifestyle

Engagement with print/digital ads

Engagement with website

Engagement with direct mail

Engagement with social media

Response to promos/sales

Demographics

Psychographics

Behavior

Checklist

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Create Your

Mailing List

Once you understand what you want to

accomplish and have pinpointed the customer

segments you’re going to target, you need to

ﬁgure out how to best reach them. This is where

mailing lists come into play. It’s crucial to ﬁnd

the right mailing list for each campaign.

House Mailing Lists

You may already have house mailing lists. These

include the names and addresses of existing

customers. If you don’t have any mailing lists

right now, it’s time to start developing some.

Encourage customers to provide contact

information online—whether as a way to

gain access to gated content, as part of an

incentivized survey or in an informational

newsletter signup form. You may also ask for

contact information when encouraging users to

Consider your own house mailing lists more

valuable than any others. And remember,

approaching your current clients with a new

product, sale item or service will often prove

more successful than targeting a whole new

population.

Be sure to segment your house mailing

list based on your clients’ demographic,

psychographic and behavioral data. Creating

separate house mailing lists for different

customer segments will allow you to

personalize your messaging, speaking directly

to people’s unique needs and goals.

Retargeted direct mail can be a great way to

build out your house mailing lists while reaching

your online customers ofﬂine. By allowing

you to match users’ IP addresses to physical

addresses, retargeted direct mail makes it easy

to gather clients’ addresses you do not have.

For example, if a customer begins to book a

hotel room on your site but doesn’t complete

the reservation, you can link their IP address

to their mailing address, then send them a

mailpiece showcasing the room and special

amenities or offering a discount code.

Coordinating your direct mail and digital

marketing efforts in this way helps keep your

business top of mind for both existing and

prospective customers—all while building out

your valuable house mailing lists.

To help you make the most of your house

mailing lists, USPS

offers Address Quality

Analysis (AQA). This service helps you analyze

the accuracy and deliverability of the addresses

in your database so you can avoid wasting

money on undeliverable mail.

Step 3

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• Find out when the addresses on the mailing

list were last processed through the Postal

Service National Change of Address

(NCOALink

) service; this should be done at

least every quarter.

• Ask about the source of the mailing list and

how it was developed.

• Ensure that you’re working with a qualiﬁed

broker by checking the Data & Marketing

Association (DMA) and the Better Business

Bureau (BBB).

• Find out why the broker recommended a

certain mailing list.

• Make sure that your broker specializes in

your market, or at least has experience in it.

• Develop consistent communication with

your broker as they develop your mailing list

to ensure it meets your expectations.

• See if your broker recommends using a

speciﬁc set of mailing lists or options

rather than a ready-made mailing list.

• Find out what data sources the broker

recommends, so you can focus on the

most effective mailing lists for your

business’s speciﬁc needs.

Purchased or Rented Mailing Lists

If you want to reach new customers, you’ll most

likely need to buy a mailing list. Hundreds of

companies sell mailing lists. You can buy mailing

lists of new homeowners, gaming enthusiasts,

accountants, radiologists, pet owners, frequent

travelers, new parents and so on.

Getting the right mailing list for your

purposes is critical. The quality of a mailing

list is at least 40% of the reason that a

campaign succeeds or fails.

Working with a mailing list broker can be an ideal

solution. Bringing together the owners of mailing

lists and the direct mailers looking for mailing

lists, brokers get paid a commission from the

owner—not the person renting the mailing list. A

strong broker will use their expertise to develop

a highly targeted mailing list designed for your

speciﬁc audience and messaging.

How to Make the Most of Working

With a Mailing List Broker

• Find out when the mailing list was last

updated.

• Find out if and how the information on the

mailing list was veriﬁed.

• Find out who has used the mailing list in the

last 12 to 24 months.

Step 3

“4 Keys to Direct Mail Success,” Mail Shark, 2019.

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An accounting ﬁrm specializing in small-

business issues has two ofﬁces in a large metro

area and plans to open an additional ofﬁce on

the east side of the city. The company wants

to reach both established businesses and

new businesses that may not yet have a solid

relationship with an accountant.

To reach these companies, the company

researches their options for a mailing list

broker using the DMA, checking reputations

on the BBB. Ultimately, the company chooses

a broker with a strong business-to-business

(B2B) small-business background.

The accounting ﬁrm also works from their

house mailing lists, identifying clients who

run small businesses and may know other

companies in need of a reliable accountant in

the area where the new ofﬁce will be located.

The house email list comes in handy here as

well; the business emails current customers

an announcement about the new location and

asks for referrals in the new area, incentivizing

with a discount. The accounting ﬁrm also uses

their website to bolster their house mailing

list, matching users’ IP addresses with their

physical addresses in order to identify anyone

from the area of the new ofﬁce location.

Finally, this company turns to their followers

on social media, using retargeted direct mail

to target people who explored or engaged

with small-business accounting content on

the ﬁrm’s social media. By sending direct mail

immediately afterward that focuses on small

businesses’ unique accounting needs, the ﬁrm

increases chances of conversion while keeping

their company top of mind.

Existing house mailing lists: These can

be a great starting point. Be sure to go

through each existing list to check for

needed updates.

Email lists: Make use of your email lists

as well. For example, email an opt-in for

direct mail to customers already signed up

for your digital newsletter, enticing them

with the prospect of exclusive, mail-only

promos and discounts.

Site visitors: Asking people to provide

their address in order to access gated

content on your site is an easy way to

build out your mailing lists. Also consider

asking for users’ physical addresses when

they sign up for your digital newsletter.

Social media followers: Coordinate your

direct mail efforts to complement users’

behavior on social media. If you notice

customers engaging with certain content,

follow up with an email providing more

product details or a one-time promo

code, with the option to sign up for

more discounts and announcements by

providing their addresses.

Paid mailing lists: As discussed above,

mailing list brokers have the ability to

craft very targeted mailing lists so you

can better reach certain audiences.

Step 3

Example

Checklist

Make sure to consider all of the possible

sources that can be used to create your

segmented lists.

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Decide on

Messaging for

Each Segment

Now it’s time to think about the key messages

you want to convey through your campaign and

how they will help you meet your overarching

goals. You know what customers you want

to target, but now you need to ﬁgure out

exactly how to do this in a way that’s engaging,

attention-grabbing and actionable—and

personalized to each customer segment.

Consider the following questions before

beginning to craft your campaign messaging:

• What are the main pain points of each of

your targeted customer segments, and how

can your company help?

• What are your competitors’ offerings, and

how do they compare to your own?

• What kind of content are your target

audiences consuming? Are they viewing

blog posts related to a certain subject? Do

they prefer educational, informative content

or product-related content?

• What action do you want these customer

segments to take as a result of your

campaign? For example, do you want them

to visit your website, come into your store

or engage on your social media platforms?

• What will most compel your target

audiences to act—while still keeping your

business proﬁtable?

• What is the end goal of this campaign?

Remember that a successful marketing

campaign will involve messaging across various

channels—both online and ofﬂine. Direct mail

can be used to complement social media

efforts, for example: If a user is viewing a certain

product on your website, you can follow up

with a postcard providing more information on

the item, or even a discount, encouraging the

customer to act.

Step 4

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Aside from using mail as a follow-up to

customers’ online activities, you can also

use it as the starting point. For example, you

may send prospective customers a postcard

detailing a new product promotion with a QR

Code

that they can scan, leading them to your

online store.

Each of these examples points customers to

a clear-cut action—calling your business to

schedule an appointment, revisiting an online

shopping cart, browsing products on your site.

The takeaway? Being clear about the actions

you want people to take, reaching clients

through multiple channels and coordinating

direct mail and digital campaign efforts

increase the chances of a response.

Make It Enticing

Will beautiful pictures of your resort property

be enough to entice customers to book their

vacation? Or could you afford to offer them one

night out of seven free during the off-season?

Personalization can help make these kinds of

offers more enticing. If a customer has viewed

a speciﬁc property on your site, or “liked” an

image of it on social media, you may want to

send a postcard highlighting the amenities and

features of the property or offering a one-time

booking promo.

You’ll need to do some calculations to ﬁgure

out what makes the most sense for your

business and how your messaging will help

meet the goals you’ve laid out for each of your

customer segments.

Help Your Customers Respond

A strong call to action is the cornerstone

of a successful marketing campaign. By

coordinating direct mail and digital efforts,

you can create a highly effective omni-channel

campaign that helps customers do what you

would like them to do.

For example, if you want them to call a certain

number to set up an appointment, you may

want to send a mailpiece after you observe

them browsing the services page on your

website. Or if you observe that a customer has

left certain products in their online shopping

cart, it may be useful to follow up with visually

engaging direct mail that reminds them of

these items.

Step 4

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A bicycle shop sends out a direct mail

postcard for 10% off a tune-up. The mailpiece

includes a QR Code

linking to the shop’s

website, encouraging customers to set up

an appointment for the tune-up. The call to

action is clear, incentivized with a discount and

prompts people to explore the company site.

And it doesn’t stop there: When customers

come into the store for their tune-up, shop

employees can then ask for their contact

information so the store can send them emails

about new promotions. At the shop, employees

may give customers a brochure about a race

the shop is sponsoring. In the race registration

materials and on race day itself, participants may

be asked to upload race photos tagging the

shop’s social media channels.

Example

Checklist

Drawing inspiration from the example above,

think about all of the channels and platforms

you use to interact with your customers—and

the ones you could be using. Then think about

how you lead customers from one channel to

another, focusing speciﬁcally on the ways you

can coordinate direct mail and digital efforts.

Below are some key channels to consider.

Social media

Word of mouth

Digital ads

Direct mail

Brick-and-mortar stores

Emails

Websites and apps

Online videos

Blog posts

Live chat

Step 4

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Now comes the fun part: putting your actual

mailpiece together.

If you have the budget, you can hire an

advertising agency or mail service provider

to help you with some or all of the necessary

steps: deciding on a format and mail type,

writing and designing your piece and making

sure it meets USPS

requirements. The

company you partner with for these services

may even mail it for you. If your business

lacks in-house expertise in graphic design or

copywriting, it probably makes sense to hire

professionals so you can feel conﬁdent that

you’re sending out an effective piece.

However, if you’d rather design the mailpiece

yourself and are budget-conscious, we’ll show

you how. Even if you decide to contract out the

work, it’s a good idea to read this section so

you’ll be able to work more effectively with the

agency you hire.

Deciding on a Format

Direct mail can come in many shapes and sizes,

each with its own advantages.

Postcards are affordable and can be used in

various ways, whether you include a QR Code

that links to an exclusive sale or provide a

discount code for people to use in your online

store. Plus, recipients don’t even need to open

an envelope to read your message, making it

easy to reach people sorting through their mail.

A recent study shows that postcards have a 12%

response rate to house mailing lists—more than

that of letter-sized envelopes, at 10%.

Self-mailers are simply sheets of paper folded

and sealed so they can be mailed without an

envelope. They give you more room to present

information than a postcard, and are cost-

effective, easy to print and easy to assemble.

Plus, they require less handling than a letter.

Self-mailers can be very simple, such as a sheet

of stock paper folded in half, or more complex,

such as a large sheet folded in ingenious ways—

for example, with a tear-off coupon, order form

and business reply envelope, all in one.

Letters are perceived as professional and

personal. Research shows that highly targeted

customers tend to respond to long direct-

mail letters. A letter gives you more space to

tell your story, and stories are much better

at illustrating points and driving emotional

decisions than mere facts.

“Response Rate Report: Performance and Cost Metrics Across Direct Media,”

ANA | DMA, November 2018.

Step 5

Create Your

Mailpiece

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If you mail at single-piece prices, there’s no

special payment method, no mailing permit

and no extra time required to presort the mail.

You simply put a stamp on it and drop it in

the collection box. First-Class Mail is typically

delivered in one to ﬁve days.

USPS Marketing Mail

: Your mailpiece must

weigh 16 ounces or less, and you must be

mailing at least 200 pieces or 50 pounds of

mail. Delivery times usually range from three to

10 days. USPS Marketing Mail is often the best

choice for direct mail because postage prices

are lower. Discounts for nonproﬁts are available

but require speciﬁc authorization.

USPS Marketing Mail is not forwarded

or returned unless you request it and

pay additional costs. It can’t be used for

international mailings.

USPS Every Door Direct Mail service, or

EDDM: This allows you to reach customers

in targeted neighborhoods using an online

mapping tool without having to provide

names or street addresses. You can choose

from different postal routes based on the

demographics you’re looking to target.

USPS then delivers to every address on your

selected routes.

Flats are larger than a letter-size mailpiece and

much more versatile: A ﬂat can be an envelope,

self-mailer, brochure or single large card. USPS

handles ﬂats separately from other mail. They

are the only type of mailpiece that can be used

with USPS Every Door Direct Mail

(EDDM

Catalogs are more expensive to produce but

deliver good response rates. 42% of catalog

recipients reported reading catalogs, and

another 25% reported glancing through or

saving catalogs for later.

Three-dimensional and other exclusive mailers

can be more costly, but they get noticed.

Popular tactics include pop-up features

and sound chips, eye-catching inserts with

dimensional geometric die cuts, varnishes and

ﬁnishes that create interesting textures and

unique mailing tubes.

For each of the formats we’ve discussed, you

can explore ways to make your piece engaging

and drive digital engagement, such as QR

Codes

and augmented reality (AR) ﬁlters.

Deciding on a Mail Type

USPS offers several economical choices for

delivering your direct mailpieces. These include:

First-Class Mail

: The maximum weight for

a parcel is 13 ounces or less; for a letter, 3.5

ounces or less. You must be mailing at least 500

pieces to qualify for lower commercial prices.

First-Class Mail prices are the same regardless

of how far the mail travels and include

forwarding and return services.

Step 5

“2018 Statistical Fact Book: The Ultimate Source for Data-Driven Marketing

Insight,” ANA | DMA, 2018.

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Write the Way Real People Talk

Imagine that you and your prospect are having

a friendly conversation. Refer to your customer

as “you,” and your business as “we” or “I.”

Use ordinary words, active verbs and short

sentences. Don’t be afraid to use contractions

(for example, “it’s” and “can’t”), because that’s

how people talk. To help keep it authentic, record

yourself explaining your product or service as if

you’re talking to a friend. Then transcribe your

recording. This won’t be your ﬁnal text, but it can

help you capture the tone you want to use.

Give Them Reasons to Believe

Try reading your text as if you were a

pessimistic customer looking for “the catch.”

Use numbers and statistics if you have

them, to prove that your product works. Use

quotations from experts or testimonials from

satisﬁed customers. Offer them a free trial or a

money-back guarantee.

Don’t Forget to Help Your Customer Respond

As discussed earlier, a strong call to action is

key. This can be similar to the “Learn More” or

“Add to Cart” button on a website. Help your

customers respond. For instance, you may want

to include language like “Text this number to

make an appointment” or “Scan this QR Code

for details.”

Writing Effective Text

Grab Them With a Strong Headline

Headline writing is so important in direct mail

that whole books have been written on the

subject. That’s because you have only a few

seconds to persuade your prospects to keep

reading after they see your headline. Research

direct mail headline writing online; you’ll ﬁnd

lots of examples of headlines that grab readers’

attention. We can’t cover everything here, but

these tips can help get you started:

• Always focus on the beneﬁt to the

customer—the solution you provide to

their problem.

• Keep headlines straightforward. Avoid puns

or wordplay so there’s no chance of

customers misunderstanding.

• Make your offer concrete. Use numbers if you

can: “Now you can make healthy, delicious

dinners in 30 minutes or less ” or “Sleep

better tonight—save 50% on mattresses now.”

Keep Your Text Simple and Easy to Understand

Your customers are busy. If they have to struggle

for even a second to ﬁgure out what you’re

trying to say, they’ll stop reading. After you write,

read your text aloud and listen for repetitive

or confusing sections. If it doesn’t sound clear,

rewrite. Then have someone who’s not familiar

with your business read your text and see if they

understand it.

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Working With a USPS

Mailpiece Design Analyst

As you’re designing your mailpiece, you’ll need

to ﬁnd out how USPS requirements will affect

your mailing.

You may want to meet with a USPS Mailpiece

Design Analyst (MDA). MDAs are specially

trained postal employees who can provide

advice and evaluate whether mailpieces are

automation-compatible and machinable, and

whether they qualify for automation-based

prices. These specialists can answer all kinds

of questions about mailpiece design, including

reply mail design.

Mailpiece Design Analysts can:

• Review mailpieces for adherence to USPS

standards.

• Evaluate mailpieces for automation

compatibility.

• Answer technical mailpiece design questions.

• Test paper mailpiece samples for acceptable

thickness, ﬂexibility, rigidity, background

color, etc.

• Guide you in using the Automated Business

Reply Mail (ABRM) tool to create your own

artwork.

• Assess the readability of your mailpiece.

You can reach the USPS MDA Support Center

at 855-593-6093 or mda@usps.gov. The hours

of operation are Monday through Friday,

between 7:00 am and 5:00 pm CST.

Creating Your Design

The layout of your direct mailpiece can be as

important as its content. Layout refers to the

arrangement of text blocks, headlines and

graphics. It should be well balanced, easy to

read and inviting.

Here are a few tips:

• Avoid trying to put too much on one page.

This can make your piece appear confusing

and messy, and that could turn the reader off.

• Don’t use overly fancy fonts or ALL CAPS

for your text. Both can make your piece

hard to read.

• Break up large text blocks with headlines,

bullet points, graphics or white space.

• Use no more than two or three colors and no

more than two fonts to ensure a clean design.

• Don’t try to emphasize everything. Let the

design show your reader what your main

point is.

• Remember who your customer segments

are. For instance, if someone has been

viewing a certain product category on your

online store, you’ll want to send mailers

that highlight these items and keep the

products top of mind. Or if you’re

targeting customers who live in a rural

area, you may want to use imagery that

reﬂects this, speaking to their day-to-day

needs and desires.

If you don’t want to design your piece from

scratch, you can easily ﬁnd templates online to

guide you, or at least give you some ideas.

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Here is an example of an effective direct

mailpiece for the bicycle shop discussed

previously. With an easy-to-read font, clear and

conversational messaging and a simple design,

the postcard immediately grabs customers’

attention, enticing them to schedule a tune-up.

What are your segments most concerned

with? Affordability? Convenience? Speed?

Top-notch quality? Ethical, eco-friendly

manufacturing processes?

Where do your customers engage the

most with your brand? Should your

mailpiece lead them to your website?

Social media account? Information for an

in-store event?

What kind of design and layout would

most appeal to the customers you’re

targeting?

What tone and style of copy would most

appeal to your clients?

Example

Step 5

Checklist

Once you’re ready to create your mailpiece,

analyze customer psychographic,

demographic and behavioral data to get

started brainstorming your ideas for design

and copy. Focus on how you’ll appeal to each

of your customer segments, and draw out any

ideas you have for design.

uspsdelivers.com

You should begin the process of choosing a

printer before ﬁnishing your direct mailpiece

design. Ask for bids from at least three printers

and, if possible, don’t make your choice solely

based on price. Ensure the printer produces

quality work by asking for samples, and always

check references before making a ﬁnal decision.

Here are some questions to consider when

evaluating printers:

• Do they have a reputation for delivering jobs

on time?

• How large is the shop? Are there other

presses available that your job could run on if

the scheduled press has problems?

• Who do you have the most conﬁdence in

to do what is necessary to get the job done,

particularly if problems arise?

• Who has been in business the longest? Will

they still be in business if you want to rerun

the job?

• Are they a full-service shop, or will they have

to subcontract some aspects of the job out

to someone else (e.g., for color separations)?

Asking for Bids

When getting written bids from printers,

ﬁrst make sure that you clearly indicate the

speciﬁcations of your project. Speciﬁcations

may include:

• Number of pages

• Dimensions

• Quantity

• Paper and cover stock

• Type of binding

• Number of colors in the text

• Number of colors on the cover

• Number of black-and-white photos

• Number of color photos

• Any special requirements

Give the printer a ﬁrm deadline for when you

must have the ﬁnished product, what materials

you will be furnishing, and where and how they

should ship the ﬁnished product. Let them

know you are getting other bids, and ask how

long the prices are valid.

Step 6

Work With

a Printer

uspsdelivers.com

Example

A restaurant owner solicits bids from three

print shops, providing them with speciﬁcations.

One print shop has a great price, but they have

missed the restaurant’s printing deadlines in the

past, so that bid is rejected.

The other two are similarly priced, but one

responds late to the request for bids and

initially misunderstands the speciﬁcations.

So the business goes with the on-time bidder,

who also has good online reviews. The

printer provides clear instructions on how to

prepare ﬁles for printing. When the restaurant

discovers a problem with the color on the

blueline, the printer ﬁxes it quickly and delivers

the job on time.

Approving Bluelines

After the printer has prepared your materials,

you’ll be given a blueline and color proof, or you’ll

be emailed a PDF. A blueline is a photographic

print of negatives that, unless changes are made,

shows how the ﬁnal product will look.

Read bluelines meticulously. This is truly

your last chance to ﬁx mistakes before they

become costly. This is not, however, the

time to totally rewrite the text or redo the

layout. At this point, you’re looking for major

errors. Check the placement and positioning

of photographs, charts, graphics, text and

headlines. Check line breaks, page breaks,

photos and cropping. See whether the colors

are exactly as you intended. Make a note of

any stray marks, broken text or any other

items that don’t look exactly as they should.

When you sign the blueline, you are giving the

printer approval to proceed. Any changes

made after printing has started will not only

affect your budget but can also throw off your

mailing schedule.

Step 6

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Before you send your ﬁle to the printer, read

through this list to ensure everything is clean,

concise and error-free.

Proper spelling, grammar, punctuation

All mailing addresses correct

All hyperlinks work and direct customer to

the right place

All phone numbers and physical

addresses correct

Consistent formatting (e.g., same fonts

used for similar elements)

No missing or duplicate words, sentences

or paragraphs

Consistent spacing between lines, words

and letters

No orphans (single word or part of a word

that appears by itself at the bottom of a

page or column) or widows (single word

or part of a word that gets pushed to a

new column by itself); both can make

your design look awkward

If more than one page, all pages in order

Text ﬂows correctly from one page to the

next and one column to the next

Graphics and logos spelled correctly and

placed correctly, with no overlap with copy

and no cut-off letters

Proofreading Checklist

Step 6

Blueline/PDF Checklist

Once the printer sends a blueline or PDF for

you to approve before printing begins, use the

checklist below to ensure key elements of your

design are in order.

Photos, charts and graphics placed

correctly

Colors appear as intended

Every word spelled correctly

Headlines and text placed where intended

If there are page breaks, words carry over

from one page to the next as they should

Lines break correctly

No stray marks

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Now that your mailpiece is printed, it’s time to

get mailing!

Is Bulk Mail Right for You?

If you’re hoping to send out mail at bulk-mail

prices, some key factors to consider are listed

below. For further information, read more about

USPS Marketing Mail

The term “bulk mail” refers to larger quantities

of mail prepared for mailing at reduced postage.

It includes the commercial First-Class Mail

and

USPS

Marketing Mail

that you would likely be

using for your direct mail.

Bulk prices are lower than “single-piece” prices.

With single-piece mail, you pay the full price;

when you put a stamp on a letter, you’re paying

single-piece postage. Many businesses pay

single-piece postage even though they are

carrying out large mailings. Why? Because they

don’t want to do the extra preparation work—

they either don’t have the time or it’s just not

cost-effective for their business.

The Postal Service offers lower prices for bulk

mailings, because you do some of the work that

otherwise would have to be done by the Postal

Service (for example, sorting the mail by ZIP

Code™ or transporting the mail to a destination

postal facility).

To qualify for commercial prices, you must:

• Obtain a mailing permit and pay an annual

mailing fee for each class of mail (First-Class

Mail and USPS Marketing Mail).

• Pay postage using precanceled stamps or a

postage meter or permit imprint.

• Design a mailpiece that meets size, shape

and weight requirements.

• Ensure that your addresses are accurate.

• Presort your mail. Presorting means grouping

mail by ZIP Code. All of the pieces going

to the same destination get grouped into

the same bundle or tray. You’ll sort to

speciﬁc areas and then work your way up

to more general areas. All leftover pieces

are combined.

• Mail at least 500 pieces for First-Class Mail or

200 pieces (or 50 pounds) for USPS

Marketing Mail.

Prepare Your

Piece for the Post

Ofﬁce™ Facility

Step 7

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Where to Drop Off Your

Business Mail

All commercial business mail must be brought in

to a business mail entry unit (BMEU). You cannot

give business mail or permit imprint mail to a

letter carrier or put it in a collection box.

You must take it to the Post Ofﬁce where you

hold your mailing permit. For most mailers, this

will be your local BMEU, but if you’re in a small

town, you may have to take your mail directly

to the retail window. Call ﬁrst to ﬁnd out exactly

where you need to go and the best hours to

bring your mail.

You can also lower your costs if your letters and

cards are compatible with USPS

automated

processing equipment. To qualify for automation

prices, your mail must conform to very speciﬁc

criteria, including:

• An Intelligent Mail

barcode encoded with

the correct delivery point routing code

on each piece in the address block or in the

barcode clear zone.

• An address list that has been checked and

CASS Certiﬁed™ within the last 180 days. The

Coding Accuracy Support System, or CASS™,

improves the accuracy of delivery codes that

appear on mailpieces.

• No polywrap, polybag, shrinkwrap, clasps,

strings, buttons or similar closure devices.

Getting Outside Help

If you don’t want to do all the work yourself, you

can contract with a presort bureau or lettershop.

These businesses specialize in preparing bulk

mailings. Some will do it all for you—from

creating your mailpiece to dropping it off at the

Post Ofﬁce

Software Vendors

Many companies sell “presort software,” which

is special computer software that presorts your

addresses, ﬁgures out how many mailpieces will

qualify for which postage prices and prints out a

completed postage statement. Presort software

can cost anywhere from about $100 (for simple

packages) to thousands of dollars (for very

sophisticated software). Look for software that

is PAVE-certiﬁed—that means it has been tested

and approved by the Postal Service.

Checklist

Make sure you bring these items with you when

you’re ready to drop off your mail at the BMEU

or entry post ofﬁce:

All of the mailers you’ll be sending out to

customers.

Your signed and dated postage

statements, if you’re using hard copy. You

can also complete and send your online

postage statement electronically.

Supporting documentation (your tally

sheet or printouts from presort software).

Payment to cover any additional postage

due (if your advance deposit account

won’t cover the cost of your mailing, or if

you’ve put precanceled stamps or metered

or PC Postage

indicia stamps on your

mail). For precanceled stamp or metered

mailings, in lieu of a payment, you can afﬁx

a meter strip to your postage statement to

pay for the additional postage.

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For More Information

Check out the Business Mail 101 section of the

USPS website for detailed help.

If you want a copy of your postage statement for

your records, bring two copies of your postage

statement with you to the BMEU or entry post

ofﬁce—one to keep and one to turn in with your

mail. You can also register for online services and

submit your postage statements electronically.

The Postal Service uses this documentation to

verify the prices you have claimed on your mail.

What Happens at the Post Ofﬁce

The clerk checks to make sure that you’ve

prepared your mail properly. The clerk will open

at least one of your trays to check your mail for:

• Eligibility of contents (for USPS

Marketing

Mail

, the clerk will actually open one of your

mailpieces to check that the contents qualify

for the price you’re claiming).

• Markings and endorsements.

• Proper sorting.

• Postage payment.

If you’re paying with permit imprint, the clerk

will check to see that there’s enough money in

your advance deposit account to cover the cost

of your mailing.

When you bring in your ﬁrst mailing, the clerk

will perform an in-depth presort veriﬁcation.

Don’t be surprised if the ﬁrst time you bring a

mailing to the BMEU, it needs a little ﬁne-tuning.

If your mail isn’t presorted correctly, the clerk

will point out any problems and tell you how to

ﬁx them. There’s usually room right there in the

BMEU for you to re-sort your mail and ﬁll out a

new postage statement.

Payment for your annual mailing fee (if you

haven’t already paid it).

Example

A nonproﬁt organization plans to mail 10,000

letters to potential donors using bulk mail.

They prepared carefully ahead of time, so the

mailing went off without a hitch and arrived in

customers’ mailboxes on time. These are some

of the steps they took:

1. Obtained a mailing permit and paid an

annual USPS Marketing Mail mailing fee

2. Paid their postage using a postage meter

3. Worked with an MDA to ensure their

mailpiece met size, shape and weight

requirements

4. Presorted the letters by ZIP Code

into trays

5. Contacted their local BMEU about the best

time to drop off the mail

6. Arrived at the Post Ofﬁce with all of their

mail, signed and dated postage statements,

supporting documentation (printouts from

presort software) and a payment method

in case they needed to cover any additional

postage due

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Consider these questions when deciding which

mailing solution is best for your organization.

How many pieces will you be mailing? If it’s

fewer than 500 pieces for First-Class Mail

or 200 pieces (or 50 pounds) for USPS

Marketing Mail

, you can’t use bulk mail.

You will pay single-piece prices and need

not worry about presorting and other bulk

mail requirements.

If you do qualify for bulk mail, what will

it cost you in labor and expenses to take

care of the mail-preparation steps listed

below? How does that price compare to

the price break you’ll receive for using bulk

mail? Keep in mind that some of these

expenses won’t recur if you do more than

one mailing a year, and you’ll probably gain

efﬁciency over time. Here are the key steps

you would need to take:

• Obtain a mailing permit and pay an

annual mailing fee for each class

of mail (First-Class Mail and USPS

Marketing Mail).

• Pay postage using precanceled stamps

or a postage meter or permit imprint.

• Design a mailpiece that meets size,

shape and weight requirements.

• Ensure that your addresses are accurate.

• Presort your mail.

• Take your mail to a BMEU.

Checklist

If you want to purchase mail-preparation

software, what will it cost? And how much

will it save you on labor?

What would it cost to pay a lettershop or

presort bureau to do some or all of the

work? Check with some vendors in your

area to ﬁnd out what services they offer

and what they charge.

Step 7

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Your job isn’t ﬁnished once you’ve put your

pieces in the mail. To make sure you’re getting

the greatest return on your investment, you

need to carefully test how well your campaign

is working.

Ideally, you would do this on a small scale

before you do a larger mailing so you can tweak

different elements to get the best performance.

Then you can use similar testing methods once

the campaign is in full swing to see how well it’s

working and continue testing with any follow-up

direct mail efforts.

Preliminary Testing

If you’re doing preliminary testing, direct mail

experts recommend sending your test mailings

to at least 10% of your total prospects.

For direct mail, testing is a systematic way

of trying different approaches to see which

works best. For instance, you could test two

different headlines and see which gets the

best response. You could test different prices,

a sample of names from two different mailing

lists or responses from different geographic

areas. You could test different envelope

designs or different calls to action.

Test one element of a mailing (e.g., price, mailing

list or copy) at a time, and keep the rest of the

package consistent so you can be sure of what is

causing any changes in the results.

How to Tell Whether Your

Campaign Is Making a Difference

Marketers may use several different methods for

tracking response. Here are a few of them:

• In your direct mailpiece, ask respondents

to go to a personalized URL (PURL), scan

a QR Code

or use an online discount code.

If they follow through, you will know you

got their attention. If you’re testing different

elements of a mailing list, you can change the

discount codes so you know which mailpiece

is performing best.

• Ask customers to “like” or “follow” you on

social media.

• Use a contact phone number that is

associated only with the campaign.

• Simply have your salespeople or

receptionist casually ask customers how

they heard about you.

Track Response

and Fine-Tune

Your Campaign

Step 8

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Evaluating whether customers are following

through on the targeted calls to action

included in your mailpieces—whether you

asked them to visit your online store or scan

a QR Code

—will help you determine the

success of your direct mail.

Conversion rates are another important

measurement, showing how many customers

acted on offers included in your mailpieces.

Did people take advantage of the discount

code included on the postcards you sent out?

Did they sign up for your newsletter? (Looking

at conversion is particularly important for

businesses with longer sales cycles, as high

response rates don’t always translate to high

conversion rates.)

Customer acquisition cost (CAC)—all of the

costs involved in bringing in a new customer

through your omni-channel campaign,

including your direct mail efforts—should also

be calculated. You can do so by dividing all of

the costs spent on acquiring customers by the

number of customers acquired.

Having a solid

grasp of your CAC will help you optimize the

return on your campaign.

While there are many ways to measure the

success of your omni-channel direct mail

campaign, these are a few of the most

important. For help in determining your

overall return on investment (ROI), which

should take into account all of the elements

discussed above, check out the USPS

free

marketing impact calculator.

Measuring Success

Before you begin your campaign, it’s a good idea

to estimate what kind of results you expect to

see and consider whether you’ll need to change

any elements of the mailing to reach these goals.

Consider running a pilot campaign to assess

which messages resonate with your customers.

Before diving in, take the time to establish the

key performance indicators (KPIs) that will be

most helpful for your business. A few KPIs are

discussed below.

Key Performance Indicators

Response rates for direct mail can vary widely,

depending on your product, industry, target

market and campaign quality. On average, you

can expect a response rate of 5% to 9%.

But

there are always exceptions. Nonproﬁts, for

instance, sometimes see much higher response

rates, while those selling complicated,

expensive products are more likely to see

lower response rates.

Marketers who send out direct mail that’s

more dynamic—in other words, coordinated

with digital efforts—saw a 63% increase in

response rates.

Start by assessing customer activity through

your campaign’s trackable QR Codes

, PURLs,

coupon codes and phone numbers. What

resonated most with your customer segments?

QR Codes

that linked to the product web

pages of items they viewed online? Postcards

that built excitement around in-store events

promoted on social media?

“Response Rate Report: Performance and Cost Metrics Across Direct Media,”

ANA | DMA, November 2018.

“Direct Mail Conversion Research,” USPS, February 2019. Please note:

All statistics were based on a survey of 75 marketing decision-makers.

“Customer Acquisition Cost: The One Metric That Can Determine Your

Company’s Fate,” Neil Patel, April 2015.

Step 8

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A newly opened garden supply store is trying

to attract more customers for spring planting

supplies. They would like to run a campaign

targeting one of their customer segments,

offering discounted terra cotta plant pots for

everyone who scans a QR Code

included on

a postcard mailed to them. The QR Code

leads to the company’s online store, where

customers can make use of the discount

when placing an order. Before beginning the

campaign, the store calculated an estimated

ROI and determined that they needed to offer

a discount on a less valuable product—hanging

plastic planters—to achieve the results they

were after.

The store then ran preliminary testing on

direct mail, using two different design layouts.

The store tracked the response rate for

each of the designs to see which led more

customers to the online store, as well as the

conversion rates to see how many people

from each test group actually ordered the

product using the discount provided. After

seeing that one postcard design signiﬁcantly

outperformed the other, the company

decided to use it for a full-scale campaign.

Example

Checklist

Before you get started measuring the success

of your campaign, make sure you fully grasp

each of the steps you will take:

Determine what tests you will carry out

to see how well campaigns are working

and what direction you should take with

new ones.

Figure out how you will track customers’

response to your campaign.

Estimate what kind of results you

expect from your campaign.

Establish the KPIs you will use to

measure the success of your campaign.

Calculate your ROI.

Step 8

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Next Steps

Direct mail has become a valuable asset in

omni-channel campaigns. It’s hyper-targeted,

integrated and dynamic. With it, every

interaction can create action. By coordinating

digital and direct mail efforts, you can reach

your target consumers—whether by sending

a follow-up postcard after a customer leaves

items in their online shopping cart or targeting

customers with complementary digital ads after

sending out a mailpiece.

Now that you’ve made your way through all

eight steps, you should be well on your way to

creating personalized direct mail. Happy mailing!

QR Code

is a registered trademark of DENSO WAVE INCORPORATED.