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Mailings Direct β€” free resource

The 7-point direct mail campaign checklist

Everything to check before sending a single piece of mail β€” used by Mailings Direct clients across every industry in the UK.

7-point checklist
Your results
1
Define a single, clear goal
Every campaign must have one primary objective β€” leads, sales, reactivation, or awareness. Mixing goals dilutes response rates. Write your goal in one sentence before you do anything else.
Ask: what does success look like in numbers?
2
Clean and segment your list
Sending to a cold or outdated list wastes budget. Remove duplicates, update addresses, and segment by customer type or geography. A smaller, targeted list almost always outperforms a large, generic one. Mailings Direct can help verify your list before any campaign goes out.
Aim for a list no older than 12 months
3
Lead with one strong offer
Your piece needs a single compelling reason to act β€” a discount, a free consultation, a limited-time gift. Multiple offers confuse the reader. One offer, stated clearly, in the first 3 seconds of reading.
Strong offers have a deadline or limited quantity
4
Personalise β€” at minimum, use the recipient's name
Personalised mail gets significantly higher response rates than generic pieces. Even just "Dear [First Name]" on a postcard increases engagement. Mailings Direct uses variable data printing to personalise at scale without adding much cost.
Personalise the offer if you can, not just the name
5
Choose the right format for your message
Postcards work for short, punchy offers. Letters work for trust-building and higher-value products. Brochures work for showcasing ranges or services. Don't default to one format β€” match it to the message length and audience.
Postcards: quick wins. Letters: considered decisions.
6
Add a trackable response mechanism
Without tracking, you can't prove results. Use a unique QR code, a dedicated landing page URL, a promo code, or a specific phone number per campaign. This tells you exactly what's working and what isn't.
QR codes + unique URLs are the easiest to set up
7
Plan your follow-up sequence
A single mailing rarely converts at full potential. The best results come from a sequence β€” piece 1 introduces, piece 2 follows up 2–3 weeks later, piece 3 (or an email/call) closes. Sequences consistently outperform single sends.
Three touches is the sweet spot for most campaigns

Ready to run a campaign that converts?

Mailings Direct handles everything β€” list management, design, print, and fulfilment. Based near Liverpool, serving businesses across the UK.

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Estimated responses
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Projections based on UK direct mail industry benchmarks. Actual results vary based on list quality, offer strength, and design.

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