Direct mail is a science.

Let me rephrase that—successful direct mail is a science. It takes time and consideration. It takes creativity, patience, and detailed analysis to gain an understanding of what works and what doesn’t.

As industry experts, we’ve been part of countless marketing campaigns over the years. With that in mind, check out some of our tips for creating a winning direct mail program:

1. Make—and follow—a plan. Your marketing endeavors should be well-thought out. Sit down and plan your efforts—across all channels—for the year ahead, then talk about how to execute them.
2. Clean your list. There’s no sense in throwing good money at bad names. Before you send out your next mailer, ask Polaris Direct to remove duplicate names or addresses (A.K.A. de-dupe) from your mail file. On top of that, request an NCOA (National Change of Address) report every 95 days. Not only does that help ensure your mail is sent to the intended recipient and in a USPS-defined format, but it also significantly reduces Undeliverable As Addressed (UAA) mail, which costs the USPS over a billion dollars a year.[1]
3. Personalize your mail. Creating relevant, one-to-one communications is the first step in establishing a relationship with your customers, and with four-color variable data inkjet printing, extensive personalization has never been easier. Along with helping to build loyalty, a personalized message gives your customers the sense that you know them and understand their needs. Don’t settle for one-size-fits-all; it could hurt your bottom line.
4. Test, Test, Test. Don’t operate in the dark by making assumptions about what your customers want. Instead, be proactive: implement tests to determine what works and what doesn’t. Test OE size, teaser v. no teaser, four-color v. two-color. But remember, no matter what you’re testing, change only one variable at a time and don’t make changes to your program until you have analyzed the results from each test.
5. Talk to your direct marketing services provider. We’ve said it before, but it’s worth repeating: involve your provider early, especially when considering a test or a new creative concept. Don’t miss out on crucial feedback that could lead to cost savings and smoother production.

And here’s an extra tip: always use a P.S. Most people read or skim their direct mail, so don’t just mention your call-to-action in the body of the letter—put it in the one spot the reader can’t miss: the P.S.

Want more tips? Email info@polarisdirect.net or call us at (603) 626-5800.

About the author: Melanie Gray is Creative Supervisor/Copy Writer at Polaris Direct, a nationally acclaimed high-volume direct marketing services company in Hooksett, NH.

[1] Howard, Charley and T.K Tedesco. Direct Mail Pal: A Direct Mail Production Handbook. Pittsburgh: Printing Industries Press, 2012. 27. Print.