At BBS, we’re passionate about how direct mail can cut through the noise. Our happy place is the warehouse when it’s full of crisp fresh postcards ready for mailing.
Yes, we’re data people, we love accuracy, targeting, and spreadsheets.
But when it comes to direct mail, that’s where the magic happens.
It’s real, it’s tangible, and it lands in someone’s actual hands, instead of getting lost in unread notifications.
If you’ve never ran a direct mail campaign before, here’s your easy to use guide to getting started with a campaign that actually delivers.
1. Be Clear on Your Goal
Before you even think about designing something, you need to decide what you want your campaign to actually do.
Are you hoping to drive sales of a new product? Maybe encourage repeat purchases? Or even Generate leads for a service?
Your goal will guide everything from your offer to your design, so it’s important to be intentional.
2. Nail Your Audience
Direct mail is all about targeting. You don’t want to send 500 flyers to people who have next to no interest in what you’re selling.
- You can send us your existing customer list.
- We can put together a targeted mailing list.
- We can segment by age, location, or buying habits – and much, much more.
(Pro tip: The more specific your targeting, the better your results)
3. Choose the Right Format
Direct mail has countless options to choose from.
Options include:
• Postcards – budget-friendly, punchy, impossible to ignore.
• Letters – personal, warm, and feel like someone genuinely cared.
• Brochures/Product Sheets – great for detailed offers or launches.
Pick the one that matches your message and your budget. Something more bespoke in mind? Drop us a message, we’ll be happy to help.
4. Make it Impossible to Ignore
Your design and copy need to grab attention immediately. Think bold visuals, strong headlines, and clear calls to action.
- Keep it simple – one core message per piece.
- Make it tangible – use paper quality, textures, or finishes to stand out.
- Tie it to your brand – colours, tone, and style should match your online presence.
5. Include a Clear Call to Action (CTA)
Don’t just send something pretty and hope for the best. Tell people exactly what to do next.
Some examples:
- “Shop the new collection at our website”
- “Book your free consultation”
- “Bring this card in for 15% off”
If they can’t tell what the next step is within three seconds, the call to action needs sharpening.
6. Track Your Results (ROI)
You won’t know if your campaign worked unless you measure it. To help, we suggest:
- Use unique discount codes.
- Send people to a custom landing page.
- Track spikes in enquiries or sales after mailing.
If you share the results with us, we can match back your sales to your mailing for you. When you measure properly, you learn what to scale.
7. Follow Up (this is where the magic really happens)
One mailer isn’t enough, the magic happens with multiple touchpoints. Pair your campaign with:
- Follow-up with emails and texts.
- Social media posts across all platforms referencing the mailer.
- A second piece of mail to warm leads an give that all important reminder.
Multi-touchpoint campaigns always outperform one-and-done drops.
The Bottom Line
We genuinely love direct mail here, not just because it works (it does), but because it helps brands connect with real people in a real, memorable way.
And if you want help turning your idea into a beautiful, data-backed, results-driven campaign,
We’d love to get involved.
Helping people connect with their customers and putting our address data expertise to good use is what we do best.
Direct mail cuts through the noise. It’s a chance to connect with people in a way that feels human, tactile, and memorable. Whether you’re sending postcards or a personalised letter to your top prospects, the key is to be intentional. Plan it, make it beautiful, and give your audience a reason to act.