Who, what, where, when, why & HOW? - Planning your direct mail campaign

Who is receiving your mailers? AKA, who’s in your demographic? Are you hyper-targeting potential clients such as home owners for your real estate company? Or are you aiming for a more general mailing of people in a specific age range in a few zip codes to market your store? No matter who you’re targeting, you need to make sure you know your prospective clients to determine what type of mailer would interest them enough to contact you.

What are you hoping to achieve? Think carefully about what you’re aiming to get out of your campaign – is it recurring clients? More high-value customers? Or are you just spreading awareness about your brand? It’s vital to determine what you want your results to be – beyond just “making money.”

Where are you mailing? This ties in closely with the “who” question in planning out your direct mail campaign. Think carefully about the area and what type of mailers will gain the highest response rate. Knowing what the regions are like will help you decide on envelope style, letters, paper, and content – all of which can make or break the success of your response rate.

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