A perfectly timed, well-written piece, that has a clear and relevant message, with a compelling call to action is priceless. Match your mail piece to your marketing objectives by carefully choosing the best format, look, feel and messaging. Many experts on the topic recommend a 40:40:20 approach to plan for a successful DM campaign:
 

40% - LIST

In other words, the right data to address the right people. Before all else, consider who you are targeting with this campaign and what information you will need to reach them.
 A well-defined target profile and/or mailing list is key – whether it is your own customer list or an external list.
What data can you use to uncover your target audience?

  • Demographics
  • Geography
  • Life stage and lifestyle
  • Interests and behaviours
  • Social class
  • Profession
  • Household size
  • E-commerce behaviour

40% - OFFER

This is where you consider what action you want someone to take, why they should take action and how you will reward them for doing it. What’s in it for me? What are you offering and why is it relevant? 
There are many ways to present an offer: a promotion or discount, special event, free expert advice, information to solve a problem, etc. If you don’t offer something of value, you will be disappointed by the response no matter how good your data and creative. Pretest your offers, track them and adjust according to results.
Offers could include:
  • Free information
  • Discounts, specials, rebates
  • Donation matching
  • Exclusive invitation
  • Client onboarding incentive
  • Free gift
  • Samples
  • Free trial
  • Loyalty points
  • Promotional contests

20% - CREATIVE  EXECUTION

Time to brand your look and feel. This includes creative, message and format. It’s also about how you integrate your direct mail with other media in the campaign – and in what order. Think about paper quality, weight and finishing – areas which are often not given enough attention. Add a varnish or coating to enhance the experience. Include inserts like buck slips and cards to make your brand stand out from the crowd.
Consider working with a postal partner to ensure your process fits budgets and timelines.
Enhancements:

  • Formats
  • Inks
  • Coatings
  • Finishes
  • Technology (AR and QR)
  • Inserts
  • Dimensional
  • Interactive
  • Sensory