In a world where inboxes are overflowing with emails, direct mail marketing continues to stand out as a trusted and effective channel. According to the Data & Marketing Association (DMA), 87% of people in the UK consider mail to be believable, and campaigns that combine mail with digital can see response rates increase by over 20%.
If you’re looking to make your direct mail more impactful, here are five proven tips to elevate your campaigns.
Generic flyers are easy to ignore. By using names, tailored offers, and even location-specific imagery, you make your mail feel relevant and valuable. Personalisation doesn’t just boost open rates, it strengthens trust and brand loyalty.
👉 Example: A London fitness studio can send different offers to students, professionals, and retirees based on age or postcode.
Timing is everything. Aligning your message with the season or current events makes your mail feel fresh and engaging.
👉 Example: In September, promote “Back to School” offers, autumn collections, or healthcare reminders for flu season.
Less really is more. A clean design, one strong headline, and a clear call-to-action will always beat cluttered flyers.
👉 Tip: Stick to one message per mailer. Instead of overwhelming readers with offers, guide them to take one specific next step, whether that’s scanning a QR code or booking an appointment.
Direct mail is no longer a “black box.” Tools like personalised URLs (pURLs), unique discount codes, and QR codes make it easy to measure engagement and ROI.
👉 Insight: By tracking responses, you’ll know which messages, offers, or formats resonate most, and can optimise your next campaign.
If your mail doesn’t deliver value, it won’t be kept, read, or acted upon. Always consider the recipient’s perspective, what’s in it for them?
👉 Test: If you can’t answer why someone should keep your flyer on their desk or fridge, refine the offer or content until you can.