The mail piece is a key part of any direct mail campaign. Make sure your campaign gets off on the right foot by following this mail piece checklist and simple tips for a great mail piece.
Get all the details out before you even start designing the mail piece. Ensuring you have a clear direction from the start will save time in the long run. Consider these items during your planning phase.
- Determine target audience (and choose a mailing list, if needed).
- Define your message/product/offer.
- Choose your call to action.
- What is the tone?
- Determine mail piece dimensions.
- What is the cost of postage for your mail piece?
- Choose a printer and mail house.
- Determine mail piece drop dates.
- Select a tracking method.
It’s a good idea to have someone who isn’t part of the project team take a glance at your mail piece copy. Can they clearly understand the intent from the beginning? Here are some tips for effective mail piece copy.
- Speak directly to the consumer. Use the word “you” and write in such a way they can see themselves using your product or service.
- Create a sense of urgency.
- Stick with one call to action, but list it multiple times.
- Demonstrate how you solve a customer’s problem.
- Avoid industry jargon.
- Use all caps and bold text strategically, but not excessively.
- Be honest. Avoid making unrealistic promises.
Final Quality Check
It’s a good idea to have someone outside of the design team perform a final quality check prior to sending your creative to the printer. Share this checklist with them to use as a guide for their final review.
- Verify accuracy of:
- Phone numbers
- Email addresses
- Mail piece dimensions
- Check for:
- Proper grammar/punctuation
- Accurate spelling (including spelling of names)
- Overall flow
Need recommendations for a great list provider designer, printer, or mail house? Email Patricia Thompson at firstname.lastname@example.org.