How to Design a Direct Mail Campaign for Home Improvement

Even in the 21st century, the best target may be a mailbox.

Direct mail can be the most efficient way for home improvement professionals to reach prospective customers, but it is important to follow a process and know when to bring in an experienced direct mail professional. Things to consider include targeting the right audience, designing mail pieces that engage readers and generate response, and staying within a budget.

Things You'll Need

• Direct mail list
• Design software or a design professional
• Photography or images
• Clear, concise copy
• Printing and mailing resources
• Postage

Instructions

1. 

   Any direct mail campaign starts with the rigth list.

   Source your list. If you have an existing database of customers, that can be a good place to start; however, you'll probably want to branch out to new customers. List brokers create databases of names based on the demographics you select. Work with the broker to narrow your list based on geography, home ownership and possibly other demographics such as income level.

2. 

   Select the mail piece that is right for your business.

   Choose a format. Direct mail pieces can range from simple postcards to more elaborate brochures and multiple-piece packages, all of which have different printing and mailing requirements. A 6-by-4.25-inch postcard is the least expensive to mail. Additionally, postcards do not require the recipient to open an envelope in order to view your message. Larger pieces, however, allow for more information to be included.

3. 

   Keep your mail piece out of the trash bin with an arresting design.

   Design your mail piece. Use arresting images and clear, concise copy to grab your reader's attention. Include in your copy a direct offer and call to action, such as "10 percent off your first job" and "Call for your free estimate." Always obtain rights to any photography you use and make sure the layout meets U.S. Postal Service standards for the location of the return address and postage. Create your own mail piece using a desktop publishing application or, when in doubt, hire a professional designer.

4. 

   Choose a printer with direct mail experience.

   Print and send your mail piece. For small quantities, you may be able to print your mail piece and add the addresses and postage yourself, but typically it is more efficient to use an outside vendor. Many printers offer mailing services and some specialize in direct mail. Typically a printer or mail house can handle the entire job once the piece has been designed and the list selected.

5. 

   Track your success.

   Measure the results. Response rates for direct mail range anywhere from 1 to 3.5 percent. Track the phone calls, web visits and, ultimately, the customers obtained from your promotion.

Tips & Warnings

• Consider including a tracking mechanism in your copy such as "Mention this postcard for 10 percent off."

• Solicit input from your vendors. List brokers, designers and mail houses can all be helpful in the process.

• Proofread thoroughly.

• Note that list brokers typically rent you a list for a one-time use. If you are going to mail the same list twice, a re-use is normally required.

References

• Direct Marketing Association; DMA Releases Response Rate Trend Report; June 15,2010
• U.S. Postal Service: Physical Standards for Letters and Postcards

Resources

• U.S. Postal Service: Business Mail 101
• American Marketing Association: List Brokers/Compilers
• American Marketing Association: Mail Houses