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.

Planning

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.

Copy-writing

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
  • Dates
  • Venues/addresses
  • URLs
  • Email addresses
  • Mail piece dimensions
• Check for:
  • Proper grammar/punctuation
  • Accurate spelling (including spelling of names)
  • Trademarks
  • Overall flow

Need recommendations for a great list provider designer, printer, or mail house? Email Patricia Thompson at pthompson@a-names.com.