The Perfectly Planned Direct Mail Timeline

Gearing up for a new direct mail campaign? As we’re sure you know, there is a lot that needs to happen between the time you settle on a new campaign and the minute that mailer hits the mailbox. With so many moving pieces, launching a new campaign can quickly become overwhelming. The best way to reduce stress and stay on track? A perfectly planned timeline for your direct mail campaign.

Here’s how:

1.) Keep Seasonality in Mind

Timing is everything. Think about the product you’re promoting. Would it best be served at a certain time of you or in a particular season? Heating an insulation services, for example, are best marketed just as the weather starts to cool down. Always keep seasonality, as well as holidays, in mind.

2.) Think Outside the Envelope

Roughly four months from the time you plan to send your new mailers, set aside some time for a solid brainstorming session. What are the goals of your campaign? Is there a promotion or event you can organize to help you attain it? Do you want to use a unique feature or freemiums to draw attention to your mailer? Get creative and take good notes!

3.) Spend Some Time with Your Database

Here’s a fun-filled fact you may not have known - it costs roughly six times more to acquire a new customer than to retain an old one. So, don’t limit yourself, and your chances of success, to strictly new audiences. It’s important to make sure any and all past customers are included on your mailing list. If enhancing that database is simply too overwhelming or time consuming for you, no problem! A qualified professional can help you create a comprehensive list and find the most cost effective way to deliver your pieces.

4.) The Early Bird Gets the Win

At least two months in advance of the target delivery date, get in touch with a professional print company. You don’t want to wait until the last minute and risk missing the target delivery date, or worse yet, compromising quality in order to meet time constraints! The success of your mail campaign relies on perfect timing, and that means timely delivery of mailing lists, due dates, target delivery dates, and artwork sent in a compatible format. It takes time to review those materials and generate a time estimate.

5.) Review the Blueline More Than Once

After receiving your artwork and files, you’ll receive a blueline and color proof that will need to be reviewed and approved. It is vital that you set aside a good amount of time to thoroughly review it, because any errors on the blueline will end up on your printed materials. Pay attention to everything you see – copy, line breaks, page breaks, borders and cropping. Aim to have the blueline reviewed and approved about 45 days before it’s due to be sent out.

6. Gather, Measure, Repeat

Once your mailers hit the post truck, the tough part is over and done. Congratulations, you did it! Now all that’s left to do is measure the response rates. You can expect the biggest boom in the first two weeks after delivery, but leads may trickle in for up to six months afterward. Use your measurements to gauge how successful your campaign was and how you can use those results to improve your next one.

How do you organize a campaign timeline? If you have any other tips or suggestions, tell us in the comments!