What is direct mail?

Direct mail is a form of advertising that uses the postal system to deliver printed advertisements to specifically targeted people. Direct mail can be created in many forms like flyers, brochures, booklets, and cards. Direct mail typically uses customer (or potential customer) demographic data to target specific groups of people to make the advertisements more effective.

What is a direct mail campaign?

A direct mail campaign is a marketing push that uses direct mail as the primary form of advertising. Direct mail campaigns can be extremely effective and give customers a tangible piece of your branding.

What is the best day for direct mail to arrive?

The common consensus is that the best days for direct mail to arrive are midweek: Tuesday, Wednesday, or Thursday. The reasoning behind this is that people have moved past the sadness of Monday but have not yet hit the relaxation of Friday and the weekend. People will be most open to learning new information and acting on the direct mail’s call to action on these days.

What is the best day to send direct mail?

Knowing when to give your direct mail to the post office can be challenging. The length of time it takes for the mailers to be delivered can vary drastically based on the type of mail, postage chosen, and distance the mail must travel. Take all of these things into consideration when choosing which day you will send the mail out. If the best days for direct mail to arrive are Tuesday, Wednesday, or Thursday, then direct mail should be scheduled to reach customers on these days as closely as possible.

Which types of direct mail are most effective?

All forms of direct mail can be used to create effective and engaging campaigns! Our top four effective types of direct mail are:

1. Direct mail postcards

   Direct mail postcards have been proven to be one of the direct mail types with the highest returns. Since there are no envelopes needed, your message is immediately visible after the recipient pulls the postcard out of their mailbox. Postcards are also extremely affordable to produce and have one of the most budget-friendly postage prices.

2. Catalogs

   Catalogs are an excellent way to get a huge variety of your products and services in front of customers. Physical catalogs mailed directly to customer’s homes can remind customers of products that they may not see often online. It also gives customers a tangible item relating to your products which can help establish a bond between them and the brand.

3. Self mailers

   Self mailers are typically made from one sheet with multiple folds sealed together. They do not need envelopes. This creates a similar situation to a postcard where your message can be immediately visible by just glancing at the piece, but it includes more interactive elements where recipients can find more information by opening the folds.

4. Letters or Cards

   Letters and cards are a great option for a more text-heavy direct mail design. Letters use text to connect with readers. In particular, they can be beneficial for nonprofits showcasing their benefits, asking for donations, and thanking donors. Consider adding a custom envelope to take your letter or card to the next level.

What is the average conversion rate for direct mail?

According to a study by Marketing Charts, the average conversion rate for direct mail is 29%. This is similar to the return from social media marketing campaigns.

Is bulk mail different from direct mail?

Bulk mail and direct mail are very similar in that they are both forms of advertising via mail. However, direct mail is typically much more personalized for specific recipients. Direct mail can use demographic data to tailor messages or send mail only to specific people who are more likely to interact with your brand. Conversely, bulk mail is usually sent to large groups of people, regardless of who they are or how likely they are to interact with your brand. Bulk mail is a great way to reach new customers and spread the name of your brand to people who may not have heard of it before.

How long does direct mail take to deliver?

The length of time it takes your direct mail to be delivered to your audience depends on the type of mailer, the type of postage used, and the distance that the mail must travel. This is why it can be challenging to determine when you should send your mail. Most direct mail will take between 2 and 14 days. More expensive postage and shorter distances will make your mail be delivered faster.

How do EDDM postcards work?

EDDM stands for Every Door Direct Mail®. EDDM postcards are an easy and affordable mailing service provided by USPS that allows your custom postcards to reach your target audience. You choose which locations and neighborhoods along a specified mailing route will receive your mailing pieces. This allows businesses to effortlessly target local consumers.

Can nonprofits mail for free?

Unfortunately with the USPS, nonprofits do not get to mail things for completely free. Instead, the USPS offers a significantly reduced mailing price for nonprofits. Regular businesses will send most of their direct mail as a part of the USPS Marketing Mail class. The USPS Marketing Mail class is one of the most budget-friendly options for large quantities of direct mail, but it is not the fastest option. Nonprofits can send their mail through a similar version of this class for a reduced price. To use this option, nonprofits must meet specific requirements and first apply for authorization from the post office. Nonprofits should plan ahead and work on gaining authorization before they want to send direct mail! We offer direct mail and self mailers specifically for nonprofits.

How do I get a mailing list?

Mailing lists include the recipient’s names and street addresses. They can also include additional demographic data to help filter specific addresses to target. Mailing lists can be made in two ways:

1. Use your business’s customer data to create a mailing list from existing customers. This method is very cost-effective, because your business already has all of the data it needs. It simply needs to be condensed into a spreadsheet and cleaned.
2. Purchase a mailing list from a third party. Third party companies can craft specific mailing lists just for your business based on the criteria and information you give them. This option costs more money, but the list can generate new customers since it will include people outside of your previous customers.

All lists should be double-checked and cleaned before you provide them to us for creating direct mail. Please use our mailing list template to organize your list so we can process your order as fast as possible.

Is a return address required on direct mail?

Return addresses are not required most of the time. If you would like the USPS to return any undelivered mail, are paying with precanceled stamps, or want customers to mail something back to your company, you need to include a return address. For more information about return address requirements for direct mail, please review the USPS website.

What is a mail indicia?

Mail indicia is a printed marker that is added to each direct mail piece to signify that it has prepaid postage. These marks are printed directly on the mail pieces where a stamp would usually go, saving time that would have been spent applying stamps manually. A permit is needed to use an indicia. They are only used for large quantities of mail of at least 200 pieces. Mail indicia can be very helpful for all types of direct mail, including mail cards and envelopes, booklets, and postcards.

How do you get a mail indicia from the USPS?

You can get a permit imprint (mail indicia) by setting up an advanced deposit account with the USPS. You can add money to this account. Then when you are ready to mail your direct mail with printed indicia, money is withdrawn from your account depending on the weight of your mail. Please review the USPS website for more information about using mail indicia.