Direct Mail Optimization: How To Create A Seamless Marketing Process


Living amidst the technological revolution, we often forget the significance of non-digital methods of growing and nourishing a business. Today, we’re going to focus on one of these methods: direct mail marketing.

Did you know that people still enjoy receiving physical mail despite being gripped by social media posts, texts, and emails every day, people still enjoy receiving physical mail? To me, that doesn’t sound very surprising. After all, there is nothing like getting your hands on a thick, freshly delivered catalog!

It turns out, 41% of Americans would agree with me because they look forward to discovering physical mail in their mailboxes every day. 

Given the number of people who are actually moved and influenced by direct mail marketing, it only makes sense for businesses to invest in it. However, to ensure that it remains a contributing factor to your strategy, you must ensure that the process that goes behind your direct mail marketing campaign is fully optimized.


What is Direct Mail Marketing?

Before turning to all the juicy details about direct mail marketing, let’s first look at what direct mail marketing is. As the name suggests, it is a type of direct marketing that involves physically delivering marketing assets to the concerning prospect. Think email marketing – but physical! 

The digital assets involved in direct mail marketing are usually brochures, flyers, and catalogs, and they are delivered through a postal delivery service. For example, in the US, the United States Postal Service can help a business execute direct mail marketing. 

Like other forms of marketing, the ultimate aim of direct mail marketing is also to motivate your existing and prospective customers to patronize your business. But if it’s doing the same thing as other forms of marketing, how is it different and important in itself? 

Let me answer that. According to recent research, direct mail campaigns have a much higher ROI than online display ads and paid search ads. Not only that, but direct mail is also only one percent behind social media when it comes to ROI, which makes it almost as effective as social media marketing!

In addition, some other advantages of direct mail marketing include that it is interactive, memorable, has a bigger reach, and last but definitely not least: it allows way more space for creativity! 


How Direct Mail Marketing Helps Different Industries

But more of all that later! First, let’s look at the positive impact direct mail marketing has had on different industries. This will help us understand the role of direct mail marketing a lot better and help us cast a deeper glance into how it can help crush sales goals. 


1. Real Estate Brokers and Agents

Chances are you’ve noticed this on your own, but for the sake of providing context, let me tell you that real estate brokers and regents heavily rely on direct mail marketing! Real estate agents all over the world use direct mail marketing. 

It is considerably more beneficial for them because it allows them to associate their business with a particular locality. In addition to that, since they deal with buying and selling accommodation, reaching out to people in homes makes sense.


2. Pharmaceuticals & Healthcare

Direct mail marketing also works out for people in pharmaceuticals, as it allows these companies to convince and inform consumers and physicians on just how effective their medicine is. Not only that, but it is the easiest way to advertise a new drug. Direct mail marketing allows pharmaceuticals to target their marketing efforts and send marketing assets following specific customers’ preferences and pain points. 

For example, customers with diabetes can be sent information, brochures, and flyers concerning drugs that help patients with diabetes! 

And we’re not just saying this – it has actually been proven. The Rogersville Pharmacy in Rogersville, AL, received an immediate increase of 5 prescriptions a day as a result of their postcard direct mail marketing campaign. 


3. Charities

Charities and non-profit organizations can also really benefit from direct mail marketing. Naturally, the biggest concern for charities and non-profit organizations is reaching out to a large audience. Through direct mail marketing, this is made easier!

It is way more convenient to reach out to larger crowds when you are mass-mailing your marketing assets. Direct mail marketing is also not as invasive as other marketing methods, meaning it is a much more compelling way to engage existing donors and get new ones. 


4. Financial Consultants

Yes – financial consultancy is also thriving on direct mail marketing! As we already know, financial advisors offer a very high-pressure. Again, direct mail marketing allows financial consulting agencies to engage in targeted messaging and rapid scaling. 

Also, since not many people understand what financial advisors do, financial consultancy agencies can use direct mail marketing to inform the general public, especially prospective clients, about the role of a financial advisor. 

Additionally, you also get to establish institutional authority, cross-generational appeal, a personal touch that resonates with your audience, and a level of considerable trust.

Let’s take a look at some of the other industries below.




Optimizing the Direct Mail Marketing Campaign for Maximum Success

At this point, we have determined two main things: i. Direct mail marketing is still an important form of marketing, and ii. Direct mail marketing has the scope to elevate the business growth of any industry. 

However, to realize both of these facts and watch them translate into the overall success of your own business venture, you must optimize your direct mail marketing campaign.

Feel a little lost in that regard? Well, worry not!

We will take a look at some of the things you need to keep in mind when putting your direct mail marketing plan in action, and then you’re all good to go.


1. Target Marketing: Getting to Know Your Audience.

The success of your direct mail marketing campaign is contingent on how well you know your audience. Understanding the preferences and pain points of your existing and potential customers is important because they will help you create just the campaign that resonates with them.

The starting point for this is a database. Create a database that includes people that fit your desired demographic. This is essential because the more specific and targeted your mailing lists are, the better ROI your campaign will produce. So – be vigilant! Your target mailing lists should include only the people you are targeting and no one else. All the inaccurate records and duplicates should be eradicated to make a list as effective as possible. 


2. Personalization: Personalize Direct Mail to Connect with Prospects.

You must personalize your marketing assets! And by personalization, we don’t just mean that you should use their name. I mean, it is definitely a great start considering that people love seeing their name in print – but that is not where the personalization of your mail should end. 

In fact, there are many other personalization techniques you should try out. For example, you can add a custom URL or PURL to the physical copy. This will not only add the necessary personalized flair to your marketing asset but will also help you keep track of how compelling your efforts have been. You can also add local angles to your piece to be more interesting for the reader to engage with. This one always works – believe it or not, people love learning more about the area they work in. 


3. Structure it Properly: Use a Proven Format

To make sure that the direct mail marketing campaign actually resonates with people, you will have to format it properly. By this, I mean that it is best to use formatting techniques that have been proven to result in better ROI. For example, make sure to include a headline, a body, and a CTA. These are the things that are extremely important for the copy of your marketing asset to be solid enough to attract an audience. 


4. Go Visual! – Make GoVisually a Part of the Game Plan.

Do you know what speaks louder than words? Visuals!

Your email and content marketing plans may get away with lacking visuals, but your direct mail marketing plan can never amount to the same thing if it is deficient in visuals. At the end of the day, no one wants to receive a plain, textual letter. So, the more creative you are with the visuals, the better the campaign is. 

This is where you need to make GoVisually a part of your direct mail marketing plan!


GoVisually PDF Annotations


With GoVisually, it becomes extremely convenient for your team to get together and channel your creativity together for every single marketing asset that you decide to put out. 

Designing a brochure? Creating a catalog? Finalizing a flyer? GoVisually has got your back in all these scenarios!

It streamlines the entire production process by allowing the whole team to collaborate on the project and get faster feedback.  


The Bottom Line

When the rest of the world is busy investing in digital market methods, you should really step ahead of your competitors and stand out to your customers with a direct mail marketing campaign. 

However, the thing to keep in mind is that just executing a direct mail marketing campaign is not enough. You have to execute it perfectly. And the only way to do that is to take the optimization tips we have shared into account and implement them into your strategy. 

And remember, whatever project you work on, GoVisually will be right here to ensure that you collect feedback and finalize proofing efficiently.

It’s time to take a leap of faith and embark on your journey of direct mail marketing with GoVisually!

Alina Zahid Khan

Alina Zahid Khan

Alina Zahid Khan is a storyteller, brand strategist, and growth manager at GoVisually. She loves creating value-driven content for creative professionals.
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