Best Practices for Direct Mail Marketing

Tyler Scott on Nov 25, 2020 11:45:00 AM
Tyler Scott


Direct mail may seem like an archaic strategy nowadays, but in a crowded world full of digital ads, email, and social media, a mail piece can make a brand stand out from its competitors. Even millennials, who spend most of their time with technology, prefer mail advertising. 

According to the USPS, 88% of millennials in 2019 took the time to look through their mail, and 59% thought this information was more useful than what they received in emails. In addition, nearly half of millennials ignore digital ads—further proving that they have become desensitized to most digital marketing efforts. A direct mail campaign will cut through the clutter of modern ads. Here are some tips and tricks for designing a mail piece that is dynamic and effective enough to draw customers in.


Keep it Simple 

Sending out boring, cluttered direct mail pieces can be counterproductive. Make sure to send out well crafted mailers that tie into your campaign on other platforms and stay consistent with your branding. A complex, badly designed mailer will go straight into the garbage, so keep the design simple and the message clear. Use white space to your advantage, and find a layout that’s clean and helps readers get to the point of your message.



Large print pieces command a lot of attention, so don’t be afraid to spend a little money on postage to send your customers a piece that will stand out. However, printing a large mailer doesn’t mean you should fill up the extra space with more information. Use bigger, bolder headers and pick one or two images that help illustrate your message. Less is more!



Choosing a graphic for your mailer is just as important as choosing your text. Whether you use an illustration or a photo, a great visual is key to drawing attention to the main message of your mailer. Your visual should be the biggest, most important element in the visual hierarchy since it will be the first thing your customer will see.



Everyone wants to feel recognized, and taking an individualized approach with direct mail can give you an advantage over your competitors. Long gone are the days of impersonal mail pieces, back when personalization cost so much that it might have crippled your ROI. Variable data technology has made the personalized approach more available to modern businesses, so try it out on your next mailer.

There is no standard one-size-fits-all approach in marketing, so it’s important to personalize campaigns and target your customers at the right point in the buyers journey. A great design, a simple message, and consistency across platforms can help draw a crowd to your business. Try something new and branch out from the digital marketing craze!

Explore the rest of our blog for additional direct mail marketing tips and other advice on print-focused marketing efforts! 

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Topics: Direct Mail